- Mondelēz International is seeking to higher harness the facility of generative artificial intelligence (AI) in marketing with the launch of a new platform supported by Accenture and Publicis Groupe, in accordance with a press release.
- The offering is concentrated on delivering speedier, more efficient production of personalized assets like text, images and videos that may help the marketer of Oreo and Ritz keep pace with fast-changing consumer trends.
- Accenture, a longtime partner, built a “digital core” for collecting and processing data to tell Mondelēz’s AI efforts, and can scale the platform through worker training and adoption. Publicis is tasked with bringing the AI to life in creative executions.
Mondelēz joins other fast-moving consumer goods corporations in investing in generative AI to understand greater marketing efficiency and production at scale. While other brands are dabbling within the emergent technology, the marketer of iconic products like Oreo and Chips Ahoy is making an ambitious bet to revamp the way it approaches personalized marketing and areas like testing and measurement via a new platform supported by Accenture and Publicis Groupe.
The offering will expand Mondelēz’s work with each generative AI — a more recent category that’s seen explosive growth because of advanced software like OpenAI’s ChatGPT — and older types of the technology which were used for data-marketing purposes for years. Mondelēz said it’ll adhere to a responsible AI framework that ensures ethically and legally compliant use of the technology. Those are two of the chief concerns surrounding generative AI tools that depend on scraping and ingesting existing media to operate and which have come under sharper regulatory scrutiny.
“Harnessing the facility of gen AI will empower our people to play a proactive role in how our brands show up available in the market,” said Jon Halvorson, senior vp of world consumer experiences and digital commerce at Mondelēz, in an announcement. “This drives real value for the business through creating, personalizing and distributing on-trend creative not only at pace, but additionally safely, securely and with brand integrity.”
Accenture has been aiding Mondelēz in establishing a digital core for the platform that is predicated on real-time data and might produce new insights to be shared with decision-makers across the CPG’s organization. The consultant will even help Mondelēz employees get up to the mark on education and adoption of AI.
Publicis, for its part, is leveraging generative AI to tell Mondelēz’s creative and content output. Publicis is leaning on its Power of One integrated strategy. The agency network has pledged to speculate a whole bunch of thousands and thousands in generative AI annually to speed up its own transformation.
Deeper partnerships around generative AI have gotten more common within the CPG realm. The Coca-Cola Company, an early adopter of the tech, last yr formed a pact with Bain & Company and OpenAI around AI in marketing.
Generative AI could give legacy marketers an edge as they contend with upstart rivals and consumers which can be grappling with price sensitivity. Mondelēz saw net revenue slide 1.9% in Q2 while its underlying volumes declined 2.2%.
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