In an exciting move, Mondelēz International has teamed up with Accenture and Publicis Groupe to enhance its marketing strategies using the power of artificial intelligence (AI) and generative AI (gen AI). This partnership aims to transform how the company engages consumers, creating a new platform that promises faster, more personalised marketing capabilities.

The Vision Behind the Collaboration

At the heart of this initiative is the goal to optimise consumer experiences through innovative AI-driven solutions. Jon Halvorson, Senior Vice President of Global Consumer Experiences and Digital Commerce at Mondelēz, highlighted the importance of this technology.

He stated, “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, personalising, and distributing on-trend creative not only at pace, but also safely, securely, and with brand integrity.”

Why AI and Generative AI Matter

AI and gen AI are changing the marketing landscape. Here’s how they’ll enhance Mondelēz’s marketing efforts:

• Personalisation: Deliver tailored content that resonates with individual consumers.
• Speed: Create marketing materials faster, allowing brands to keep up with trends.
• Efficiency: Streamline behind-the-scenes processes to save time and resources.
• Insights: Use data-driven insights to refine strategies and measure effectiveness in near-real-time.

What Each Partner Brings to the Table

Accenture’s Expertise

Accenture will play a crucial role in harnessing data and AI capabilities. Venky Rao, the Americas and AI lead for Mondelēz at Accenture, mentioned that marketers will leverage AI to:

• Drive innovation
• Gather audience and market insights
• Improve operational processes
• Enhance measurement accuracy
• Facilitate higher degrees of personalisation at every consumer touchpoint

Publicis Groupe’s Role

Publicis Groupe will lead the execution of this ambitious project, building the gen AI foundation that will support creative asset development. Scott Hagedorn, Global Chief Solutions Architect at Publicis Groupe, expressed pride in being a transformation partner in this journey. He noted:

“Publicis is proud to be a transformation partner in this journey, as part of our broader Power of One solution for Mondelēz, bringing the best capabilities together to deliver a truly game-changing solution, underpinned by best-in-class data and technology.”

Transforming Marketing Through Collaboration

The synergy between Mondelēz, Accenture, and Publicis Groupe signifies a transformative approach to marketing. By combining their strengths, they aim to redefine consumer goods marketing.

The Benefits for Mondelēz

• Enhanced Brand Engagement: Consumers will receive relevant content that speaks directly to their needs and preferences.
• Increased Market Responsiveness: The ability to quickly adapt to trends ensures Mondelēz stays ahead of competitors.
• Sustainable Growth: Data-driven decisions will support long-term strategic planning and investment.

Real-World Applications of AI in Marketing

The integration of AI is not just theoretical; it has practical applications that can significantly impact consumer engagement. For instance, consider a snack brand looking to launch a new product:

1. Data Analysis: AI tools can analyse market trends and consumer preferences, identifying the best potential flavours or packaging designs.
2. Creative Production: With gen AI, the brand can generate tailored advertising campaigns that resonate with specific demographics.
3. Feedback Loops: By measuring audience reactions in real time, the brand can tweak its messaging or product features promptly.

Examples of AI in Action

Many brands are already utilising AI to great effect. For instance, Coca-Cola uses AI to analyse consumer feedback for product development. Netflix leverages AI to recommend shows based on viewer habits. These examples illustrate the transformative power of AI in creating tailored consumer experiences.

Looking Ahead

The partnership between Mondelēz, Accenture, and Publicis Groupe marks a significant step toward a future where AI shapes marketing strategies. As brands increasingly embrace this technology, we can expect to see more personalised, engaging, and effective marketing campaigns.

Conclusion

The collaboration between Mondelēz, Accenture, and Publicis Groupe is set to revolutionise AI-driven marketing strategies. With a focus on creating personalised consumer experiences, this initiative promises to deliver significant value for brands and consumers alike.

By harnessing the power of AI and gen AI, Mondelēz is poised to not only enhance its marketing capabilities but also redefine the consumer goods landscape.