CHINA – 2023/11/03: in this photo illustration, the American multinational confectionery, food, … (+)
Artificial intelligence (AI) is no longer a futuristic concept for marketing: it is here and it is a game changer. Marketers are using AI for everything from optimizing campaigns to personalizing customer experiences on a scale never before imagined. Yet with the rapid adoption of AI, a new challenge emerges: integrating the accuracy and efficiency of AI with the empathy and cultural nuance required for authentic connections with consumers.
For brands like Mondelez International, the solution is not to choose between technology and humanity but to merge them. This approach allows the company to not only keep up with evolving consumer expectations, but also increase its marketing impact through a combination of advanced AI capabilities and true empathy-based strategies – a method that I previously defined as the most effective method. ‘Generative CMO approach. By adopting this forward-thinking mindset, Mondelez illustrates how brands can leverage technology to amplify, rather than eclipse, human-centered marketing values.
Why AI alone is not enough for marketing success
AI has undoubtedly transformed the marketing landscape. With the ability to analyze massive data sets, predict consumer behavior, and automate creative tasks, AI delivers unparalleled efficiency and scalability. According to a HubSpot survey88% of marketers plan to increase their investments in AI in 2024. Despite these benefits, there is growing recognition that AI-driven effectiveness cannot replace the human touch that makes connections meaningful with consumers.
Brands like Peloton and Meta faced backlash due to an over-reliance on algorithms that overlooked broader social and cultural contexts. Peloton, for example, drew criticism for a holiday ad that seemed disconnected from its audience’s values, proving that advanced data analytics alone cannot predict consumer sentiment or address societal concerns.
This tension is all the more pronounced as consumers increasingly expect brands to engage on social and cultural issues. A YouGov 2023 survey found that 71% of consumers believe a company’s social and political stances matter more today than five years ago when making purchasing decisions. So while AI can optimize content, marketers need to ensure that the messages it helps convey resonate on a deeper human level.
Mondelez’s approach: integrating cultural empathy into AI strategies
Mondelez International, the parent company of iconic brands like Oreo, Ritz and Sour Patch Kids, is pioneering a new approach that integrates AI with human empathy. In partnership with Accenture and Publicis GroupeMondelez has launched a generative AI platform designed to accelerate the creation and personalization of marketing content. This platform, launched on September 26, 2024, allows Mondelez to keep its brands ahead of rapidly changing consumer tastes and interests by producing personalized text, images and videos at scale.
Strategic objectives and capabilities of the Mondelez AI platform:
- Efficiency and empowerment: Mondelez’s platform is designed to improve efficiency by reducing creative production time while allowing employees to take a proactive role in representing the market. This empowerment ensures that the content created is not only accurate, but also culturally resonant, aligning with the broader goal of fostering consumer well-being.
- Responsible AI Framework: To ensure ethical and legally compliant marketing, Mondelez has committed to a Responsible AI framework, developed with Accenture, which guides its use of generative AI. This framework aligns with broader industry goals to ensure that AI technologies do not undermine the safety or dignity of consumers, thereby contributing to a sense of emotional safety among users.
A striking example of Mondelez’s empathetic AI strategy is its current Sour Patch Kids”sour translator”, which uses AI to help Generation Z understand business jargon. More than an original tool, the campaign reflects an understanding of the anxiety and confusion that young employees can feel when navigating the job market. By demystifying complex language, Mondelez empowers new entrants to the workforce, creating a sense of belonging. autonomy And acknowledgement. This initiative demonstrates how AI can be used to not only engage consumers, but also authentically support their personal and professional growth.
Best practices for merging AI and empathy
As Mondelez and other forward-thinking companies demonstrate, successfully integrating AI and empathy requires a strategic approach that balances technology with human insight. Adopt a Generative CMO A mindset – one that views technology as a means to deepen connections with consumers rather than replacing them – is crucial to achieving this balance. As Mondelez and other forward-thinking companies demonstrate, successfully integrating AI and empathy requires a strategic approach. Here are some best practices for brands looking to harness the power of AI while staying true to human values:
- Develop training on AI ethics and cultural sensitivity:All employees working with AI must understand the ethical implications and cultural nuances of the technology. Mondelez, for example, has committed to a Responsible AI framework that guides its use of generative AI to ensure ethical and legally compliant marketing decisions.
- Use AI to enhance, not replace, human knowledge:AI should enhance marketers’ understanding of their audience, not replace it. This means combining AI-driven insights with qualitative research and cultural intelligence frameworks to get a more complete picture of consumer motivations and behaviors.
- Implement a continuous feedback loop:Using AI to gather consumer feedback in real-time and adapt campaigns accordingly ensures that marketing strategies remain dynamic and responsive. This iterative approach can help brands like Mondelez refine their messaging to resonate with diverse audience segments.
- Prioritize emotional safety and empowerment:Effective AI strategies should create a sense of emotional safety and empowerment among consumers. Mondelez achieves this by ensuring that all AI-powered content aligns with the company’s commitment to respecting the cultural and emotional contexts of its consumers, creating trust and loyalty over time.
The Future of AI and Empathy in Marketing
In the future, as AI technology continues to advance, the brands that thrive will be those that can harness its power while remaining grounded in human empathy. Mondelez’s approach to integrating AI and empathy serves as a model for brands navigating the complexities of modern marketing.
Efficiency and empowerment: The AI platform has significantly improved the efficiency of personalized content creation and enabled employees to play a proactive role in representing the market. This success highlights the potential of AI when combined with a human-centered approach.
Impact beyond marketing: Mondelez also uses AI to improve its product development, improve the efficiency of its supply chain, and monitor the health of the cocoa trees used in its products. These AI applications demonstrate how technology can drive innovation and growth beyond traditional marketing channels, positioning Mondelez as a leader in sustainable practices.
Conclusion: Shaping the Future of Marketing with AI and Empathy
In the race to adopt cutting-edge technology, it’s easy to overlook what makes marketing truly effective: the ability to connect with people. Mondelez’s approach shows that the future of marketing lies not in choosing between AI and humanity, but in merging them to create experiences that resonate deeply with consumers, fostering loyalty and fostering a sustainable growth.
For CMOs and marketers, the message is clear: embrace AI not as a replacement for human connection but as an enabler of it. By balancing technology and empathy, companies like Mondelez are demonstrating that the future of marketing is not just about being technology-driven, but also about being human-centered. Marketers seeking to better understand these principles can explore prior knowledge about CARES Social Welfare Model and the KickGlass Identity Matrix.
