Mondelez introduces a new AI-based platform to enhance marketing strategies.
- The platform is developed in partnership with Accenture and Publicis Groupe.
- It aims to personalise consumer interaction through AI-driven content.
- The initiative promises timely and relevant communication with consumers.
- Senior leaders highlight the platform’s potential for value creation and transformation.
Mondelez is set to revolutionise its marketing approach with the launch of a new platform utilising artificial intelligence (AI). Developed in collaboration with Accenture and Publicis Groupe, this platform seeks to enhance the multinational company’s ability to address consumer trends and preferences more effectively. Mondelez aims to streamline the creation of personalised text, images, and video content, promising rapid scaling and increased outreach.
A key component of this initiative is the use of generative AI, a technology poised to empower Mondelez’s marketing capabilities significantly. Mondelez’s senior vice president, Jon Halvorson, notes the importance of this technology in enabling the brand to present itself proactively in the market. This initiative ensures that content is not only timely but also delivered with utmost brand integrity.
The collaboration with Accenture is expected to yield substantial gains in implementing and adopting the platform efficiently. Accenture’s role involves training employees and devising strategies to maximise the platform’s capabilities. According to Venky Rao from Accenture, by integrating data and AI, Mondelez enhances its ability to innovate, gain audience insights, and personalise consumer experiences across various touchpoints.
Publicis Groupe, responsible for executing and developing the gen AI foundation, will work closely with Mondelez to redefine marketing in the consumer goods sector. Scott Hagedorn of Publicis Groupe emphasises their commitment to creating transformative solutions driven by top-tier data and technology. This partnership represents a holistic approach to reshaping the marketing landscape, aligning with Mondelez’s long-term vision.
The introduction of this AI-based platform marks a significant step forward for Mondelez in advancing global marketing practices through technology.
