Mondelez cut its marketing production costs by up to 50 percent using its own bespoke GenAI tool, according to reports from Reuters.
The Fast Moving Consumer Goods (FMCG) giant, which owns the likes of Cadbury and Kraft brands, revealed it has invested more than $40m in its own GenAI tool which was revealed last month.
The company’s global senior vice president of consumer experience, Jon Halvorson, also said its GenAI tool, which was developed with Publicis Groupe and Accenture, will soon be able to make TV ads as soon as next year – ahead of the festive period, or even SuperBowl 2026.
For Mondelez, this tool has cut costs of marketing content production by 30 to 50 percent, with it already being used for social content for its cookie brand Chips Ahoy in the US and chocolate brand Milka in Germany.
Real-Time Data & Measurement
The brand announced the GenAI tool a month ago, and said its partnership with Accenture would enable the processing of real-time data, to create new, contextualised insights. While Publicis Groupe will be responsible for leading the tool’s execution.
“As curators of some of the world’s most iconic brands, Mondelez marketers will be able to tap into the power of data, AI and GenAI to drive innovation, gather audience and market insights, improve behind-the-scenes processes, turbocharge measurement, conduct near-real-time testing and facilitate higher degrees of personalisation at every consumer touchpoint,” said Venky Rao, Americas & AI Lead and Global Client Account Lead for Mondelez at Accenture.
In a statement, the platform said the platform will be developed with leading design principles within a “responsible AI framework to ensure ethical and legally compliant use”.
“Harnessing the power of GenAI will empower our people to play a proactive role in how our brands show up in the market,” said Jon Halvorson, Senior Vice President, Global Consumer Experiences and Digital Commerce at Mondelez. “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.”
