Mondelēz is transforming its marketing strategies with a new AI-driven platform.
- The collaboration with Accenture and Publicis Groupe aims to enhance creation of personalised content.
- The platform promises faster scaling of content and increased personalisation for consumers.
- Senior VP Jon Halvorson emphasises brand integrity in leveraging AI capabilities.
- Accenture and Publicis Groupe are pivotal in redefining consumer goods marketing through AI.
Mondelēz is embarking on a significant transformation of its marketing strategies by launching an innovative platform powered by artificial intelligence (AI). This platform is designed to optimise the company’s global marketing capabilities, focusing on tapping into emerging consumer trends through expanded use of AI technology.
In collaboration with Accenture, a global professional services company, and Publicis Groupe, a leading marketing firm, the new platform aims to facilitate the swift and efficient creation of customised content, including text, images, and videos. This strategic partnership is set to enable Mondelēz to rapidly scale content generation while ensuring personalised communication with consumers.
Consumers stand to benefit from highly tailored and timely messages, made possible by the new platform. Whether it is a birthday celebration or a quick snack for a packed lunch, the platform’s capabilities ensure that communications are relevant and meaningful to individual consumer moments.
Jon Halvorson, the Senior Vice President of Global Consumer Experiences and Digital Commerce at Mondelēz, underscores the strategic role of AI, stating, “Harnessing the power of gen AI will empower our people to play a proactive role in how our brands show up in the market.” He further emphasises that this integration drives significant value by enabling creativity, personalisation, and secure brand representation all at once.
Accenture’s involvement includes scaling and activating the platform through specialised employee training and adoption strategies. Venky Rao, AI Lead and Global Client Account Lead for Mondelēz at Accenture, highlights that this innovation allows for data-driven insights, improved processes, and enhanced personalisation at every consumer interaction point.
Publicis Groupe is tasked with leading the execution and foundational development of the AI platform that will power new creative assets. Scott Hagedorn, Global Chief Solutions Architect at Publicis Groupe, expresses pride in the partnership, noting that it aligns with their broader goal of delivering comprehensive and transformative solutions underpinned by advanced data and technology.
Mondelēz’s strategic use of AI exemplifies forward-thinking in consumer goods marketing.
