Mondelēz collaborates with Accenture and Publicis Groupe for a new AI platform to enhance global marketing.
- The platform aims for rapid content creation and personalised consumer engagement.
- Artificial Intelligence will be leveraged to align brand presence with market trends safely and efficiently.
- The collaboration will focus on training and strategic adoption to maximise benefits.
- The initiative signifies a shift towards data-driven marketing in consumer goods.
Mondelēz International has announced its collaboration with Accenture and Publicis Groupe to launch a cutting-edge platform that seeks to transform its global marketing strategies through the utilisation of generative artificial intelligence (AI). This strategic move is designed to enhance the company’s marketing capabilities by enabling swift, customised content creation, which aims to engage consumers more effectively and meaningfully.
The newly developed platform will leverage AI to produce personalised text, images, and videos promptly. This is expected to significantly improve the scalability of content creation and elevate the level of personalised outreach, accommodating consumer needs at specific moments, such as personalised birthday messages or snack suggestions for packed lunches. Such developments represent a profound shift towards tailoring consumer interactions, reflecting the growing importance of personalisation in today’s market.
Jon Halvorson, Mondelēz’s Senior Vice President of Global Consumer Experiences and Digital Commerce, remarked on the initiative, 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. 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.” This sentiment highlights a commitment to maintaining the brand’s integrity while innovating with new technologies.
Accenture will play a critical role in scaling and activating the platform by employing strategic employee training and adoption methodologies. Venky Rao, representing Accenture, elaborated on the potential impact, noting that this initiative will enable Mondelēz marketers to utilise AI to drive innovation and gather market insights, thus improving operational processes, measuring results in near real-time, and enhancing personalisation across consumer touchpoints.
Publicis Groupe, tasked with leading the execution of the AI-driven framework, will collaborate closely with Mondelēz’s marketing teams to redefine the landscape of consumer goods marketing. Scott Hagedorn of Publicis Groupe expressed, “Publicis is proud to be a transformation partner in this journey, bringing the best capabilities together to deliver a truly game-changing solution, underpinned by best-in-class data and technology.” This partnership underscores the commitment to innovation and excellence, promising a new era of marketing driven by advanced technology.
The initiative marks a pivotal step in evolving consumer goods marketing through the power of generative AI.
