Mondelēz International, a leading global snack brand renowned for its beloved brands like Oreo and Chips Ahoy, is making a bold move to redefine its marketing strategy by investing in generative AI. As part of a growing trend among fast-moving consumer goods (FMCG) companies, Mondelēz is embarking on an ambitious initiative aimed at enhancing marketing efficiency and scaling production. Supported by industry leaders Accenture and Publicis Groupe, the company is poised to revolutionize its approach to personalized marketing, testing, and measurement through a cutting-edge new platform designed to leverage the power of AI.
A New Frontier in Personalized Marketing
Mondelēz’s initiative aims to harness the explosive growth of generative AI, a category that has gained significant attention due to advanced technologies such as OpenAI’s ChatGPT. By combining the latest generative AI capabilities with established data marketing technologies, Mondelēz is poised to revolutionize how it engages with consumers. The company has pledged to operate within a responsible AI framework, ensuring that its use of this technology remains ethically and legally compliant, which is a crucial consideration given the growing regulatory scrutiny surrounding generative AI tools that rely on existing media.
“Harnessing the power of generative AI will empower our people to play a proactive role in how our brands show up in the market,” stated Jon Halvorson, Senior Vice President of Global Consumer Experiences and Digital Commerce at Mondelēz. “This drives real value for the business through creating, personalizing, and distributing on-trend creative not only at pace but also safely, securely, and with brand integrity.” he added.
Building a Digital Core with Accenture
To facilitate this transformation, Accenture is working hand-in-hand with Mondelēz to develop a digital core for the new platform. Built on real-time data, this foundation will enable the creation of fresh insights that can be shared with decision-makers throughout the organization. In addition to this, Accenture will also support Mondelēz employees in their journey to understand and adopt AI technologies, ensuring that the company is well-equipped to navigate this exciting new landscape.
A Creative Partner in Innovation
Publicis Groupe is also playing a pivotal role in Mondelēz’s generative AI journey. The advertising giant will leverage its expertise to enhance Mondelēz’s creative and content output, expanding its involvement in areas such as measurement, activation, and the establishment of responsible AI guidelines. Emphasizing its Power of One integrated strategy, Publicis has committed to investing hundreds of millions annually in generative AI, signaling a significant transformation within its own operations.
A Growing Trend in the CPG Sector
As generative AI becomes increasingly prevalent, deeper partnerships within the consumer-packaged goods (CPG) sector are on the rise. Brands like The Coca-Cola Company have already begun exploring similar collaborations, forming alliances with Bain & Company and OpenAI to leverage AI in marketing. This trend highlights a collective movement among legacy marketers to adapt and thrive in a competitive landscape filled with emerging brands and price-sensitive consumers.
A Competitive Edge for Legacy Marketers
As Mondelēz embarks on this ambitious journey into the world of generative AI, the potential for more personalized and efficient marketing strategies is immense. By leveraging cutting-edge technology and fostering partnerships with industry leaders like Accenture and Publicis, Mondelēz is well-positioned to gain a competitive advantage in the fast-evolving FMCG landscape. As these legacy marketers embrace innovation, they may find new ways to connect with consumers, ensuring their iconic brands remain relevant in a rapidly changing market.
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