India: Mondelēz International has launched a new platform designed to improve its global marketing capabilities, while optimizing consumer experiences through expanded use of artificial intelligence (AI) and generative AI (gen AI).
Working in collaboration with Accenture and Publicis Groupe, the company’s new platform will enable faster, more efficient creation of personalized text, images and videos—helping the company’s brands stay a step ahead of rapidly changing consumer tastes and interests.
Jon Halvorson, senior vice president, global consumer experiences and digital commerce at Mondelēz said, “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 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.”
In partnership with Mondelēz, Accenture developed a digital infrastructure for real-time data collection and processing. The system uses generative AI to provide accessible insights to decision-makers. Accenture will support scaling and implementation with employee training and adoption strategies.
“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 personalization at every consumer touchpoint,” said Venky Rao, Americas & AI lead and global client account lead for Mondelēz at Accenture.
Publicis Groupe will spearhead the development of gen AI foundation with Mondelēz, revolutionizing consumer goods marketing.
“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,” said Scott Hagedorn, global chief solutions architect at Publicis Groupe.
The platform will incorporate top design principles in a responsible AI framework to ensure ethical and legal compliance.
