Diving overview:
- Mondelēz International is seeking to better harness the power of generative artificial intelligence (AI) in marketing with the launch of a new platform backed by Accenture and Publicis Groupe, according to a press release.
- The service focuses on faster and more efficient production of personalized assets such as text, images and video that help Oreo and Ritz marketers keep pace with rapidly changing consumer trends.
- Longtime partner Accenture has built a “digital core” to collect and process data to inform Mondelēz’s AI efforts and will scale the platform through employee training and adoption. Publicis is on a mission to bring AI to life in creative execution.
Dive Insights:
Mondelēz, along with other fast-moving consumer goods companies, is investing in generative AI to achieve greater marketing efficiencies and large-scale production. While other brands are dabbling in new technologies, marketers of iconic products like Oreo and Chips Ahoy are exploring areas like testing and measurement and how they approach personalized marketing with a new platform backed by Accenture and Publicis Groupe. We are making ambitious investments to improve.
The product will expand Mondelēz’s work using both generative AI, a new category that has seen explosive growth thanks to advanced software like OpenAI’s ChatGPT, and older forms of technology that have been used for data marketing purposes for years. Mondelēz said it would adhere to the Responsible AI Framework, which ensures ethical and legally compliant use of the technology. These are two key concerns with generative AI tools, which rely on scraping and harvesting existing media and are subject to greater regulatory scrutiny.
“Harnessing the power of generational AI will allow our employees to take an active role in how our brand appears in the marketplace,” Jon Halvorson, senior vice president of global consumer experience and digital commerce at Mondelēz, said in a statement. . “This creates real value for the business by creating, personalizing and distributing on-trend creative at speed, as well as being safe and maintaining brand integrity.”
Accenture helped Mondelēz build a digital core for the platform, which is based on real-time data and can generate new insights to share with decision-makers across the CPG organization. Consultants will also help Mondelez Employees are accelerating AI training and adoption.
Publicis is leveraging generative AI to inform Mondelēz’s creative and content output. Publicis is leaning on its Power of One integration strategy. Agency networks have pledged to invest hundreds of millions of dollars each year in generative AI to accelerate their own innovation.
In the CPG space, deeper partnerships around generative AI are becoming increasingly common. The Coca-Cola Company, an early adopter of technology, signed marketing AI-related agreements with Bain & Company and OpenAI last year.
Generative AI can give established marketers an edge when competing with emerging competitors and consumers struggling with price sensitivity. Mondelēz saw net revenue decline 1.9% in the second quarter, while underlying volume fell 2.2%.
