Mondelēz has announced its latest initiative to bolster global marketing through a sophisticated AI platform.
- The new collaboration utilizes cutting-edge technology to revolutionize content creation and consumer engagement.
- Accenture and Publicis Groupe join forces with Mondelēz, driving innovation and strategic market positioning.
- Through AI-driven personalization, consumers can expect tailored experiences in everyday moments.
- This platform is a strategic move to secure deeper connections and enhance brand integrity.
Cadbury owner Mondelēz is set to transform its marketing strategy with the launch of a new AI-powered platform. This initiative signifies a deliberate push towards enhancing global marketing capabilities while aligning with evolving consumer trends. The project is borne of a strategic partnership with Accenture and Publicis Groupe, seeking not only to generate content with speed and precision but also to cater to consumers through personalized interactions.
The collaboration aims to harness the power of artificial intelligence to facilitate rapid content generation, allowing Mondelēz to send out personalized text, images, and videos quickly. This AI-driven approach is expected to significantly amplify the personalization of marketing messages, making them more relevant to consumers at specific moments, such as birthdays or snack breaks. Jon Halvorson, Mondelēz’s senior vice president of global consumer experiences and digital commerce, emphasized the value of this approach by stating that it empowers the company to maintain market presence with speed, security, and brand integrity.
Building upon a long-standing partnership with Mondelēz, Accenture plans to support the scaling and activation of the platform through comprehensive employee training and adoption strategies. According to Accenture’s Venky Rao, this technology enables Mondelēz marketers to tap into valuable data insights and improve operational dynamics. He highlighted the transformative potential in terms of measurement, real-time testing, and the personalization of consumer touchpoints.
Publicis Groupe’s role is to construct the foundational AI infrastructure that will drive Mondelēz’s creativity. The firm is dedicated to leading execution efforts to establish a best-in-class technological backbone that supports this transformation. Scott Hagedorn, Publicis Groupe’s global chief solutions architect, underlined the firm’s commitment to this paradigm, indicating a shared pursuit of superior data and technology application to redefine consumer goods marketing.
Mondelēz’s AI platform represents a pioneering step in leveraging technology to enhance marketing effectiveness and consumer engagement.
