In a significant effort to enhance its extensive digital infrastructure, Mars Incorporated has chosen Google Cloud’s Gemini Enterprise as its central AI operating framework.
The deepening of this long-term alliance aims to empower Mars’ global workforce with cutting-edge agentic AI functionalities, optimizing operations across its diverse sectors including snacking, pet care, and food and nutrition.
As a leading player managing renowned brands such as M&M’S, Royal Canin, and Ben’s Original, Mars is tasked with handling substantial data volumes and outdated systems. By integrating Gemini Enterprise as a cohesive foundation, the organization plans to eliminate “AI fragmentation,” enabling its Associates to tap into institutional knowledge and connect previously isolated applications.
Enabling “Mars IQ”
This integration serves as the core infrastructure for Mars IQ, the company’s unique AI framework. Marina F. Bellini, the global head of digital technologies at Mars, remarked that this initiative aims to unlock the potential of Associates while providing sustainable business advantages.
“Our strategic partnership with Google Cloud builds on years of innovation and strengthens the modular architecture powering Mars IQ,” stated Bellini.
The initiative focuses on three key areas of enterprise evolution:
- Growth orchestration: Teams in marketing, sales, and R&D are leveraging Gemini as a coordination platform. This “One Demand” approach empowers teams to create creative briefs, craft initial brand assets, and speed up R&D processes, laying the groundwork for data-informed global campaigns.
- Unified enterprise search: With Gemini Enterprise, a secure, singular access point for data is established. This allows research scientists to simultaneously access decades of internal nutritional research alongside current market trends, condensing what would have taken months of manual research into a streamlined collaborative effort.
- Secure agent consolidation: Through low-code and no-code environments, Mars Associates now have the capacity to develop bespoke AI assistants. These range from tools for factory diagnostics to supply chain agents identifying alternative sourcing for ingredients, all aligned with Mars’ stringent compliance and safety standards.
Fostering a Culture of Collaborative AI
This partnership signifies a transition to a framework where AI serves as a collaborative ally rather than merely a tool. Karthik Narain, chief product and business officer at Google Cloud, pointed out that Gemini Enterprise is crafted to integrate Google’s most effective capabilities into every workflow while upholding Mars’ “legendary creative spark.”
Gülen Bengi, Mars’ lead global CMO, highlighted that the platform prioritizes business solutions, with technology acting as a facilitator. “We see incredible potential as we bring solutions like One Demand AI to Mars—accelerating our growth pillars of innovation, brand building, and end-to-end sales execution,” Bengi noted.
The worldwide implementation of Gemini Enterprise is set to progress through 2026, heralding a new phase in the digital evolution of one of the largest family-owned enterprises in the world.
