Mondelez International plans to collaborate with Accenture and Publicis to enhance its use of generative AI in marketing.
New͏͏ Platform͏͏ for͏͏ Personalisation:
The͏͏ US-based͏͏ snacks͏͏ giant͏͏ announced͏͏ it͏͏ will͏͏ establish͏͏ a͏͏ new͏͏ “platform”͏͏ to͏͏ generate͏͏ “personalised”͏͏ text,͏͏ images,͏͏ and͏͏ videos͏͏ more͏͏ rapidly͏͏ and͏͏ efficiently.
AI͏͏ is͏͏ now͏͏ embedded͏͏ in͏͏ food͏͏ supply͏͏ chains͏͏ globally,͏͏ and͏͏ as͏͏ the͏͏ technology͏͏ advances͏͏ in͏͏ human͏͏ interaction,͏͏ it͏͏ is͏͏ increasingly͏͏ being͏͏ integrated͏͏ into͏͏ businesses’͏͏ marketing͏͏ and͏͏ communication͏͏ strategies.
Shared͏͏ Vision͏͏ for͏͏ Consumer͏͏ Engagement:
Mondelez,͏͏ which͏͏ owns͏͏ brands͏͏ like͏͏ Cadbury͏͏ and͏͏ Oreo,͏͏ stated͏͏ that͏͏ the͏͏ three͏͏ companies͏͏ share͏͏ a͏͏ “vision͏͏ of͏͏ redefining͏͏ consumer͏͏ goods͏͏ marketing.”
Jon͏͏ Halvorson,͏͏ Mondelez’s͏͏ SVP͏͏ for͏͏ global͏͏ consumer͏͏ experiences͏͏ and͏͏ digital͏͏ commerce,͏͏ remarked,͏͏ “Leveraging͏͏ the͏͏ power͏͏ of͏͏ generative͏͏ AI͏͏ will͏͏ enable͏͏ our͏͏ team͏͏ to͏͏ take͏͏ a͏͏ proactive͏͏ role͏͏ in͏͏ how͏͏ our͏͏ brands͏͏ are͏͏ presented͏͏ in͏͏ the͏͏ market.͏͏ This͏͏ approach͏͏ creates͏͏ real͏͏ value͏͏ for͏͏ the͏͏ business͏͏ by͏͏ generating,͏͏ personalising,͏͏ and͏͏ distributing͏͏ timely͏͏ creative͏͏ content͏͏ efficiently͏͏ while͏͏ ensuring͏͏ safety,͏͏ security,͏͏ and͏͏ brand͏͏ integrity.”
In͏͏ a͏͏ LinkedIn͏͏ post,͏͏ Dirk͏͏ Van͏͏ de͏͏ Put͏͏ described͏͏ the͏͏ partnership͏͏ with͏͏ Accenture͏͏ and͏͏ Publicis͏͏ as͏͏ “an͏͏ exciting͏͏ step͏͏ forward͏͏ in͏͏ our͏͏ AI͏͏ and͏͏ generative͏͏ AI͏͏ capabilities.”
He͏͏ added,͏͏ “Creating͏͏ customised͏͏ content—using͏͏ high-quality͏͏ images͏͏ combined͏͏ with͏͏ the͏͏ perfect͏͏ wording—usually͏͏ took͏͏ weeks.͏͏ Soon,͏͏ we’ll͏͏ be͏͏ able͏͏ to͏͏ accomplish͏͏ this͏͏ in͏͏ just͏͏ a͏͏ few͏͏ hours͏͏ by͏͏ leveraging͏͏ years͏͏ of͏͏ marketing͏͏ performance͏͏ data͏͏ and͏͏ insights͏͏ to͏͏ enable͏͏ our͏͏ creative͏͏ teams͏͏ to͏͏ make͏͏ smarter,͏͏ data-driven͏͏ decisions.”
Continue͏͏ Exploring:͏͏ Arla͏͏ Foods͏͏ teams͏͏ up͏͏ with͏͏ Mondelez to͏͏ launch͏͏ Milka͏͏ Chocolate͏͏ Milk͏͏ in͏͏ three͏͏ countries
Targeted͏͏ Marketing͏͏ Efficiency:
Citing͏͏ examples͏͏ such͏͏ as͏͏ “a͏͏ mum͏͏ planning͏͏ school͏͏ lunches͏͏ and͏͏ a͏͏ family͏͏ shopping͏͏ for͏͏ a͏͏ Halloween͏͏ party,”͏͏ Van͏͏ de͏͏ Put͏͏ stated͏͏ that͏͏ Mondelez͏͏ would͏͏ be͏͏ able͏͏ to͏͏ “reach͏͏ consumers͏͏ more͏͏ efficiently͏͏ with͏͏ the͏͏ most͏͏ relevant͏͏ products,͏͏ flavours,͏͏ and͏͏ formats͏͏ at͏͏ the͏͏ right͏͏ time͏͏ and͏͏ in͏͏ the͏͏ right͏͏ context.”
Laura͏͏ Petrone,͏͏ principal͏͏ analyst͏͏ for͏͏ thematic͏͏ research͏͏ at͏͏ GlobalData,͏͏ stated͏͏ that͏͏ this͏͏ initiative͏͏ would͏͏ enable͏͏ Mondelez͏͏ to͏͏ produce͏͏ “on-brand͏͏ content͏͏ at͏͏ scale.”
She͏͏ added,͏͏ “This͏͏ is͏͏ a͏͏ prime͏͏ example͏͏ of͏͏ generative͏͏ AI͏͏ being͏͏ utilised͏͏ in͏͏ the͏͏ media͏͏ and͏͏ advertising͏͏ industry͏͏ to͏͏ create͏͏ more͏͏ diverse,͏͏ personalised͏͏ content͏͏ that͏͏ resonates͏͏ with͏͏ wide͏͏ audiences͏͏ while͏͏ ensuring͏͏ brand͏͏ safety.”
“Brands͏͏ encounter͏͏ the͏͏ challenge͏͏ of͏͏ producing͏͏ marketing͏͏ content͏͏ that͏͏ feels͏͏ authentic͏͏ and͏͏ aligns͏͏ with͏͏ their͏͏ identity.͏͏ Additionally,͏͏ businesses͏͏ aim͏͏ to͏͏ manage͏͏ costs͏͏ while͏͏ facing͏͏ stricter͏͏ regulations͏͏ on͏͏ the͏͏ use͏͏ of͏͏ personal͏͏ data͏͏ for͏͏ marketing.͏͏ In͏͏ this͏͏ context,͏͏ AI͏͏ can͏͏ serve͏͏ as͏͏ a͏͏ valuable͏͏ tool͏͏ for͏͏ enhancing͏͏ efficiency͏͏ and͏͏ developing͏͏ more͏͏ sophisticated͏͏ marketing͏͏ campaigns.”
