Mondelēz moves to adopt AI in its global marketing strategies
pic: Adobestock
A major move embracing AI technology has been confirmed by Mondelēz International, as it launches an extensive marketing venture with digital services provider Accenture and the communications specialists, the Publicis Group, reports Neill Barston.
As the US-based snacking giant explained, its latest initiative creating a new platform targets optimising consumer experiences using latest online methodology to engage with all tiers of its customers, including younger demographic categories that have continued to drive much of its product growth.
According to the company, the use of artificial intelligence, particularly generative AI based around customer engagement, is set to enable faster, more efficient creation of personalised text, images and videos that are at the core of its marketing strategies.
Significantly, the business asserted that the platform will be developed with leading design principles to ensure ethical and legally compliant, which remains a notable factor for engaging with such technologies which remain in their infancy, yet have been hailed by industries across the globe as having strong potential across a wide range of functions.
“Harnessing the power of gen AI will empower our people to play a proactive role in how our brands show up in the market,” said Jon Halvorson, Senior Vice President, Global Consumer Experiences and Digital Commerce at Mondelēz. “This drives real value for the business through creating, personalising and distributing on-trend creative not only at pace, but also safely, securely and with brand integrity.”
Furthermore, as the company added, the initiative builds upon an existing relationship with Accenture, and enables heightened shopper insights to be shared across its global operations at a more rapid rate, which will also inform employee training and wider company policies.
Venky Rao, Americas & AI Lead and Global Client Account Lead for Mondelēz at Accenture, believed the latest digital drive would have a positive impact on its operations, as part of wider digital transformation work
“As curators of some of the world’s most iconic brands, Mondelēz marketers will be able to tap into the power of data, AI and gen AI to drive innovation, gather audience and market insights, improve behind-the-scenes processes, turbocharge measurement, conduct near-real-time testing and facilitate higher degrees of personalisation at every consumer touchpoint.”
Notably, Publicis Groupe will be responsible for leading execution and building the gen AI foundation that will power creative assets. Both organizations will work closely with Mondelēz marketing teams to determine its marketing approaches.
“Publicis is proud to be a transformation partner in this journey, as part of our broader Power of One solution for Mondelēz and shares this same holistic approach – bringing the best capabilities together to deliver a truly game-changing solution, underpinned by best-in-class data and technology,” said Scott Hagedorn, Global Chief Solutions Architect at Publicis Groupe.
