Mondelēz International is deploying a Gen AI platform to boost marketing strategies.
- The initiative aims for enhanced creation and personalisation of marketing content.
- Strategic partners include Accenture and Publicis Groupe for platform development.
- Gen AI will facilitate rapid scaling of personalised consumer messaging.
- The effort underscores a transformation in global marketing through AI integration.
Mondelēz International, the company widely known for its ownership of brands such as Cadbury, is embarking on a transformative journey in enhancing its global marketing capabilities by launching a new platform that employs Generative Artificial Intelligence (Gen AI). This ambitious initiative is designed to improve consumer engagement by personalising text, images, and videos, thus aligning with the current trend of hyper-targeted marketing strategies.
In collaboration with Accenture, a leader in consulting and technology services, Mondelēz aims to expand its ability to scale and activate this innovative platform. Accenture’s involvement includes developing training and adoption strategies for employees, ensuring that Mondelēz can harness the full potential of Gen AI to drive innovation and gather critical audience and market insights.
Publicis Groupe, a renowned communications and marketing firm, will spearhead the execution and foundational development of Gen AI-powered creative assets. Their role is pivotal in working alongside Mondelēz marketing teams to redefine the landscape of consumer goods marketing. This collaboration is part of a broader ‘Power of One’ solution, emphasizing the integration of superior data and technology capabilities.
Jon Halvorson, the Senior Vice President of Global Consumer Experiences and Digital Commerce at Mondelēz, highlights the platform’s potential, stating, “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 initiative is expected to generate substantial business value through rapid and secure creation, personalisation, and distribution of on-trend creative content, maintaining brand integrity throughout the process.
Furthermore, this strategic move will enable Mondelēz to provide consumers with relevant and timely messaging tailored to specific occasions, such as celebrating birthdays or selecting snacks for school lunches. The initiative not only aligns with the evolving demands of digital consumer engagement but also reflects a significant shift in how AI technology can be leveraged to enhance personalisation at every touchpoint of consumer interaction.
Mondelēz’s innovative step with Gen AI signifies a substantial advancement in personalised consumer marketing.
