Mondelēz, Accenture & Publicis move on AI-Driven Marketing
Mondelēz International has kicked off its innovative platform, gearing towards enhancing its marketing strategies on a global scale by leveraging AI and Gen AI technologies.
The collaboration with Accenture and Publicis Groupe sets the stage for a more dynamic generation of customised text, visuals, and footage, ensuring Mondelēz’s brands remain relevant and in tune with the ever-changing consumer preferences.
Introducing Mondelēz International's AI-based marketing hub
The snacking giant behind beloved treats like Oreos, Ritz, and Cadbury Dairy Milk, Mondelēz International, is asserting its leadership in the snack industry. Known for its innovative approaches and commitment in everything from sustainability to product innovation, this approach to AI represents continued efforts by the company to be a market leader.
This forward-thinking approach is further demonstrated through Accenture’s development of a digital core for Mondelēz, allowing for the real-time processing of data. Additionally, Accenture’s role extends to facilitating the platform’s implementation through staff training and various integration strategies.
“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 Vice President, 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.”
Venky Rao, Americas & AI Lead and Global Client Account Lead for Mondelēz at Accenture, highlighted the transformative potential of this collaboration: “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.”
Publicis Groupe’s task is to construct the Gen AI framework essential for generating creative content, working closely with Mondelēz’s marketing teams to redefine the marketing of consumer goods.
“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,” shared Scott Hagedorn, Global Chief Solutions Architect at Publicis Groupe.
Although a PR company, Publicis is no newbie when it comes to AI. As part of a major AI overhaul, Publicis has debuted its own CoreAI platform, which is a new “intelligent system” that provides new AI capabilities across the entire company. They also plan to further invest another €300m (US$329m)
With these two titans of AI consulting, Mondelēz’s platform will have a foundation built on leading design principles within a responsible AI framework, ensuring its use remains ethical and compliant.
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