The alliance will see the two companies work together to help Bain clients adopt OpenAI technologies, with The Coca-Cola Company the first to sign up to the alliance.

OpenAI already provides technologies to Bain, and the alliance will build on that relationship further to help artificial intelligence (AI) take up in businesses worldwide.

Bain will work with OpenAI to embed AI into its clients’ operations and to support changes to improve technology, processes, operating models and data assets.

The two firms said that use cases under development with clients include building next generation contact centres for retail banks, telecommunications and utilities companies, using ChatGPT and DALL·E to develop highly personalised advertising copy, and helping financial advisors improve their productivity and responsiveness to clients.

Manny Maceda, worldwide managing partner at Bain & Company, said: “AI has reached an inflection point and we foresee a huge wave of change and innovation for our clients across industries.

“By collaborating with OpenAI, we’re delighted to have unmatched access to state-of-the-art foundation AI models, so that we can create tailored digital solutions for our clients and help them realise business value.”

Zack Kass, head of go-to-market at OpenAI, said: “We’re thrilled to be working with Bain to deliver real value to our large enterprise customers.

“OpenAI’s technology combined with Bain’s expertise will enable massive business transformation within the Fortune 5,000. Bain’s internal adoption of this technology is also setting a standard for their clients to follow.”

James Quincey, chairman and chief executive at The Coca-Cola Company, added: “We are excited to unleash the next generation of creativity offered by this rapidly emerging technology.

“We see opportunities to enhance our marketing through cutting-edge AI, along with exploring ways to improve our business operations and capabilities.”