Mondelez International has announced an initiative to enhance its marketing strategies by partnering with Accenture and Publicis to increase the use of generative AI. This strategic move aims to create “personalized” text, images, and videos more efficiently, responding to the dynamic needs of the food and beverage industry.
As a major player in the snacks market, Mondelez is focused on streamlining its operations, emphasizing how AI is revolutionizing marketing and communications within the food and drink consumer trends. The incorporation of AI technologies into food supply chains is becoming more prevalent, reflecting a broader shift toward innovation in how products reach consumers.
Home to iconic brands such as Cadbury and Oreo, Mondelez stated that the collaboration with Accenture and Publicis aims to redefine marketing in the consumer goods sector. Jon Halvorson, SVP for global consumer experiences and digital commerce at Mondelez, emphasized, “Harnessing the power of gen AI will empower our people to play a proactive role in how our brands show up in the market.” This statement underscores the company’s commitment to delivering timely, relevant, and impactful marketing content that retains brand integrity.
In a recent LinkedIn post, Dirk Van de Put highlighted the significance of this partnership, describing it as “an exciting step forward in our AI and gen AI capabilities.” He elaborated on the time-saving potential, explaining that the creation of tailored content—once a weeks-long process — can now take just a few hours. This efficiency is powered by leveraging extensive marketing performance data, enabling the creative teams to make informed decisions.
Examples of targeted marketing strategies, such as addressing “the mum planning school lunches to the family shopping for a Halloween party,” illustrate Mondelez’s goal of connecting with consumers by delivering relevant products, flavors, and formats in a timely manner.
Businesses are facing pressures to reduce costs and comply with increasing restrictions on personal data usage for marketing. Within this landscape, AI emerges as a valuable tool, enhancing operational efficiency and supporting the development of sophisticated marketing campaigns.
In conclusion, Mondelez’s collaboration with Accenture and Publicis marks a pivotal moment in the food and drink business landscape, emphasizing the need for innovation and adaptability to meet evolving consumer preferences. As the food and beverage industry trends continue to shift, Mondelez is positioning itself to leverage these changes effectively.
