Mondelēz International, the owner of brands such as Cadbury and Oreo, has announced the launch of a new platform designed to improve its global marketing capabilities while optimising consumer experiences through expanded use of artificial intelligence (AI) and generative AI (gen AI).
Working in collaboration with Accenture and Publicis Groupe, the company claims its new platform will enable faster, more efficient creation of personalised text, images and videos to help its brands stay a step ahead of changing consumer tastes and interests.
“Harnessing the power of gen AI will empower our people to play a proactive role in how our brands show up in the market,” said Jon Halvorson, Senior VP, Global Consumer Experiences and Digital Commerce at Mondelēz.
“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.”
Building on its existing partnership with Mondelēz, professional services firm Accenture will help scale and activate the platform through staff training and adoption strategies.
Venky Rao, Americas & AI Lead and Global Client Account Lead for Mondelēz at Accenture, commented: “As curators of some of the world’s most iconic brands, Mondelēz marketers will be able to tap into the power of data, AI and gen AI to drive innovation, gather audience and market insights, improve behind-the-scenes processes, turbocharge measurement, conduct near-real-time testing and facilitate higher degrees of personalisation at every consumer touchpoint.”
Meanwhile, advertising giant Publicis Groupe will be responsible for leading execution and building the gen AI foundation that will power creative assets. Both organisations will work closely with Mondelēz marketing teams to realise the vision of redefining consumer goods marketing.
“Publicis is proud to be a transformation partner in this journey, as part of our broader Power of One solution for Mondelēz, and shares this same holistic approach – bringing the best capabilities together to deliver a truly game-changing solution, underpinned by best-in-class data and technology,” said Scott Hagedorn, Global Chief Solutions Architect at Publicis Groupe.
