Mondelēz Seeks To Scale Generative AI Content Creation With New Marketing Platform
Mondelēz International is implementing a new marketing platform that uses generative AI to increase creation of timely and personalized text, images, and videos.
In addition to helping the company collect and process real-time data to develop more personalized consumer experiences, the platform also enables quick development of new and contextualized insights that can be more easily disseminated across the enterprise, according to the company.
The CPG is expanding its longtime partnership with Accenture and Publicis Groupe for the initiative, building upon its existing IT infrastructure.
Publicis Groupe will lead execution and build the generative AI foundation to develop creative assets, while Accenture will help scale the platform through employee training and adoption strategies.
Mondelēz Marketing
Marketing has been one of the most common applications for generative AI-fueled wins, and Mondelēz leaders have been vocal about their expectations for the technology to accrue value by expediting content creation and increasing personalization.
Dirk Van de Put, Mondelēz CEO, wrote on LinkedIn that the platform marks an exciting step forward for the company’s AI and generative AI capabilities.
“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 — leveraging years of marketing performance data and insight to help our creative teams make smarter, more data-driven decisions,” he said. “From the mom planning school lunches to the family shopping for a Halloween party, gen AI will help our brands more efficiently reach consumers with the most relevant products, flavors, and formats at the right time, in the right setting.”
Using generative AI will empower employees to play a proactive role in how brands show up in the market, noted Jon Halvorson, Mondelēz SVP, global consumer experience and digital commerce, in a statement. “This drives real value for the business through creating, personalizing, and distributing on-trend creative not only at pace, but also safely, securely, and with brand integrity.”
Luca Zaramella, Mondelēz CFO, shared the company’s “brain” approach during the Consumer Analyst Group of New York (CAGNY) investors conference earlier this year, in which AI models optimize various aspects of marketing, including messaging, brand alignment, performance, and channel-specific content.
