Mondelez International made plans to work with Accenture and Publicis to scale up its use of generative AI in its marketing.
The American snack giant has announced that it will establish a new “platform” to create “personalized” text, images and videos faster and more efficiently.
AI is being integrated into food supply chains around the world, and as the technology becomes more capable of interacting with humans, it is also increasingly becoming part of companies’ marketing and communications strategies.
Mondelez, home to brands including Cadbury and Oreo, said the three companies had a “vision to redefine consumer goods marketing”.
Jon Halvorson, Mondelez senior vice president of global consumer experiences and digital commerce, added: “Harnessing the power of generation AI will enable our people to play a proactive role in how our brands present themselves on the market. walk. This generates real value for the business by creating, personalizing and distributing on-trend creative not only at a rapid pace, but also safely and with respect to brand integrity.
Just food contacted Mondelez for more details on exactly how the company plans to use the technology in these areas.
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In a LinkedIn post, Dirk Van de Put said the tie-up with Accenture and Publicis was “an exciting advancement in our AI and gen AI capabilities.”
He added: “Creating bespoke content – using high-quality images combined with the right wording – traditionally took weeks. Soon, we’ll be able to do this in just a few hours, leveraging years of data and marketing performance insights to help our creative teams make smarter, more data-driven decisions.
Citing the example of “the mother planning school meals for the family shopping for a Halloween party”, Van de Put said Mondelez would be able to “reach consumers more effectively with products, flavors and the most relevant formats at the right time, at the right time and at the right time. good adjustment”.
Laura Petrone, senior analyst for thematic research at GlobalData, Just food‘s parent company said the move would allow Mondelez to produce “branded content at scale.”
She added: “This is a good example of generative AI being leveraged in the media and advertising industry to create more varied and personalized content that appeals to a wide audience but in a way that is safe for a brand.
“Brands face the challenge of generating marketing content that feels authentic and aligns with their identity. Businesses are also seeking to control costs and face increased restrictions on the use of personal data for marketing purposes. In this context, AI can be a valuable technology to improve efficiency and create more sophisticated marketing campaigns.
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