Mondelez International has set out plans to work with Accenture and Publicis on stepping up its use of generative AI in its marketing.
The US-based snacks giant said it would set up a new “platform” to create “personalised” text, images and videos more quickly and more efficiently.
AI is integrated into food supply chains across the world and, as the technology becomes more capable of human interaction, it is also increasingly becoming part of businesses’ marketing and communications strategies.
Mondelez, home to brands including Cadbury and Oreo, said the three companies had a “vision of redefining consumer goods marketing”.
Jon Halvorson, Mondelez’s SVP for global consumer experiences and digital commerce, added: “Harnessing the power of gen AI will empower our people to play a proactive role in how our brands show up in the market. 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.”
Just Food approached Mondelez for further details on how exactly the company planned to use the tech in these areas.
In a post on LinkedIn, Dirk Van de Put said the tie-up with Accenture and Publicis was “an exciting step forward in our AI and gen AI capabilities”.
He added: “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.”
Offering the examples of "the mum planning school lunches to the family shopping for a Halloween party", Van de Put said Mondelez would be able to “more efficiently reach consumers with the most relevant products, flavours and formats at the right time, in the right setting”.
Laura Petrone, principal analyst for thematic research at GlobalData, Just Food’s parent, said the move would allow Mondelez to produce “on-brand content at scale”.
She added: “It is a good example of generative AI being harnessed in the media and advertising industry to create more varied, personalised content that appeals to broad audiences but in a way that is safe for a brand.
“Brands face the challenge of generating marketing content that sounds authentic and aligns with their identity. Businesses also seek to control costs and face increased restrictions on using personal data for marketing purposes. In this context, AI can be a valuable technology for improving efficiency and creating more sophisticated marketing campaigns.”
