Mondelēz, Accenture & Publicis Groupe use AI for Marketing
Mondelēz International has launched its new platform, designed to advance its global marketing capabilities, while optimising consumer experiences with an expanded use of AI and Gen AI.
Working alongside Accenture and Publicis Groupe, the new platform will allow for a more efficient creation of personalised text, images and videos. This will support Mondelēz’s brands to stay ahead of evolving consumer tastes and interests.
Mondelēz International unveils AI-powered innovation hub
US multinational food and confectionery company Mondelēz International, is consolidating its position as the snacking industry's main player. The snack-pioneer is the leader behind Oreos, Ritz, Cadbury Dairy Milk, Milka and Toblerone chocolate.
Besides making some of our favourite snacks, the company has a strong sustainability focus point. Mondelez International aims to make all packaging recyclable by 2025, with its recyclable material and paper-based packaging being sustainably sourced.
The company has recently launched a Regional Biscuit and Baked Snacks Lab and Innovation Kitchen in Singapore, as a way to drive growth and foster innovation in the snacking industry, while also meeting consumer demands for healthier, tastier and more sustainable products.
Using Gen AI, Accenture will build a digital core for the company to collect and process real-time data. Accenture will activate this platform through employee training and various adoption strategies.
“Harnessing the power of gen AI will empower our people to play a proactive role in how our brands show up in the market,” shared Jon Halvorson, Senior Vice President, Global Consumer Experiences and Digital Commerce at Mondelēz. “This drives real value for the business through creating, personalising and distributing on-trend creative not only at pace, but also safely, securely and with brand integrity.”
“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 personalisation at every consumer touchpoint,” added Venky Rao, Americas & AI Lead and Global Client Account Lead for Mondelēz at Accenture.
Publicis Groupe will be in charge of building the Gen AI foundation that will power creative assets. Both Accenture and Publicis Groupe will work closely with Mondelēz marketing teams, to best structure their vision for redefining 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,” offered Scott Hagedorn, Global Chief Solutions Architect at Publicis Groupe.
The platform will be built using leading design principles within a responsible AI framework and designed to ensure compliant use, which is both ethical and legal.
Mondelēz's Mohit Wadhawan on supply chain transformation at P&SC LIVE Singapore
At P&SC LIVE Singapore – The Transformation Forum, Mohit Wadhawan, Senior Director, Global Supply Chain Strategy at Mondelēz International, spoke with our sister title Supply Chain Digital. He discussed selecting the right technology solutions for organisational goals.
"One of the things that has changed is technology has transitioned from a mere enabler to a strategic driver of efficiency and innovation,” shared Mohit.
Alongside panellists from MERALCO and Telescope International Limited, they explored procurement and supply chain transformation in regards to each of their sectors.
******
Make sure you check out the latest industry news and insights at Food Digital.
******
Food Digital is a BizClik brand
