U.S. multinational food and confectionery company Mondelēz International unveiled its groundbreaking platform in partnership with global professional services firm Accenture and communications agency Publicis Groupe.
Powered by AI technology, the new platform enables faster, more efficient custom content creation, allowing the brand to drive personalized consumer experiences and strengthen its global market position.
At the same time, Mondelēz promises to adhere to a responsible AI framework and comply with legal and ethical practices, following its overarching commitment to ethical marketing practices.
According to a press release, through the new AI platform, 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
- Facilitate higher degrees of personalization at every consumer touchpoint
Mondelēz is the parent company of popular food brands Oreo, Chips Ahoy!, Milka, Cadbury, and Toblerone.
Forging Marketing’s Future with AI
Having a long-standing partnership with Mondelēz, Accenture is taking charge of the platform’s strong digital core to collect and process real-time data and generate accessible contextualized insights.
Through this, decision-makers stay ahead of rapidly evolving market trends, as well as changing customer tastes and interests.
Simultaneously, Accenture will ensure Mondelēz employees are adept at using the platform by providing training and adoption strategies.
Publicis Groupe’s project involvement, on the other hand, consists of designing Mondelēz’s creative assets, further building the platform's generative AI foundation. This includes measuring and activating campaigns and establishing responsible AI guidelines and technology.
This latest evolution in Publicis Groupe’s partnership with Mondelez is part of its broader Power One platform, which aims to deliver game-changing solutions, underpinned by best-in-class data and technology.
As Mondelēz continues to innovate its marketing and consumer experience strategies, this new collaboration promises to deliver value by blending creativity with technological sophistication, ultimately driving brand loyalty and market success.
“Harnessing the power of gen AI will empower our people to play a proactive role in how our brands show up in the market,” Jon Halvorson, SVP of Global Consumer Experiences and Digital Commerce at Mondelēz, shared.
“This drives real value for the business through creating, personalizing and distributing on-trend creative not only at pace, but also safely, securely and with brand integrity.”
In June, Publicis Groupe launched BSBot, a tool that spots AI b*llsh*t, at the Cannes Lions International Festival of Creativity.
Editing by Katherine 'Makkie' Maclang
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