USA- Mondelez International, a leading American snack company known for brands like Oreo and Cadbury, has partnered strategically with Accenture and Publicis Groupe to enhance its marketing capabilities using generative artificial intelligence (AI).
This initiative, unveiled on September 26, 2024, aims to create a new platform for the rapid production of personalized text, images, and videos.
The partnership is part of Mondelez’s broader strategy to adapt to changing consumer preferences and improve marketing efficiency.
Jon Halvorson, Senior Vice President for Global Consumer Experiences and Digital Commerce at Mondelez, emphasized the significance of this collaboration.
He stated, “Harnessing the power of generative AI will empower our people to play a proactive role in how our brands show up in the market.”
This technological advancement is expected to drive substantial value by enabling the company to create and distribute on-trend creative content quickly and securely while maintaining brand integrity.
Integrating AI into marketing is not new; however, Mondelez’s approach marks a significant step forward. Dirk Van de Put, CEO of Mondelez, highlighted the efficiency gains expected from this technology.
He explained that “building custom-tailored content—using high-quality images paired with just the right wording—traditionally took weeks. Soon, we can do this in just a few hours.”
This rapid turnaround will leverage extensive marketing performance data to help creative teams make informed decisions.
The collaboration addresses the challenges brands face in generating authentic marketing content that aligns with their identities.
Laura Petrone, a principal analyst at GlobalData, noted that this initiative would allow Mondelez to produce “on-brand content at scale.”
She added that generative AI could create varied, personalized content that resonates with diverse audiences while ensuring brand safety.
The partnership also comes when businesses are under increasing pressure to manage costs and navigate restrictions on personal data usage for marketing purposes.
In this context, AI is a valuable tool for enhancing efficiency and sophistication in marketing campaigns. Halvorson reiterated this point by stating that the initiative would improve speed and ensure safety and security in brand representation.
Accenture’s role in this partnership involves establishing a digital core that enables Mondelez to collect and process real-time data effectively.
This foundation will facilitate the generation of new insights accessible to decision-makers across the organisation.
Venky Rao from Accenture remarked that Mondelēz marketers would be able to tap into “the power of data, AI, and generative AI to drive innovation” and improve various aspects of marketing strategies.
Publicis Groupe will lead the creative execution of this initiative, focusing on building the generative AI framework that will power Mondelez’s marketing assets.
Scott Hagedorn from Publicis expressed pride in being part of this transformative journey, emphasizing their commitment to delivering innovative solutions through integrated capabilities.
As Mondelez moves forward with this ambitious plan, it joins other consumer goods companies exploring generative AI’s potential in marketing.
This collaboration signifies a pivotal moment for Mondelez as it seeks to redefine its approach to consumer engagement while navigating an increasingly competitive landscape.
By embracing generative AI, Mondelez aims to enhance its operational efficiency and connect more effectively with consumers through timely and relevant product offerings.
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