Mondelēz International recently announced the launch of a platform artificial intelligence and generative artificial intelligence with which it hopes to boost its marketing capabilities and optimize the consumer experience. In it he works with Accenture and Publicis Groupe, and hopes to empower the faster and more efficient creation of text, images and videos so that its brands connect with the changing preferences of users.
The objective is for your brands to be updated and have a relevant presence
As explained in a statement, through the platform, and thanks to the use of generative artificial intelligence, the multinational will be able generate adapted creative content at greater speed to adapt to the tastes and interests of consumers. This will make it easier for brands to stay up to date and have a relevant presence in social conversations.
It will also make it possible to collect and process data in real time and apply AI to create new contextualized knowledge. This will make it easier for decision makers throughout the company to easily access insights and information of actionable value. Over the next few months the platform will be scaled throughout the organization through employee training.
The objective, according to the company, is for the teams to perform a proactive role in the way brands are present in the market. “This creates real value for the business by creating, personalizing and distributing creative content aligned with trends, not only at speed, but also securely, while maintaining brand integrity.“commented Jon Halvorson, Senior Vice President of Global Consumer Experiences and Digital Commerce at Mondelēz.
“Mondelēz marketing teams will be able to harness the power of data, AI and generative AI to drive innovation, gather audience and market insights, improve internal processes, accelerate measurement, perform near-real-time testing and facilitate greater levels of personalization at each point of contact with the consumer“said Venky Rao, AI and Americas Leader, and Global Account Leader for Mondelēz at Accenture.
Publicis Groupe will be responsible for the execution and construction of the generative AI foundation that will drive creative assets. As explained by Mondelēz, the platform will be developed according to a framework of responsible artificial intelligenceand guaranteeing ethical use and in accordance with the law.