Mondelēz International, the company behind Oreo cookies, Chips Ahoy!, Ritz, and Perfect Bar, has developed a cutting-edge generative artificial intelligence tool called AIDA (AI + Data). This innovative tool, created at a cost of over $40 million, empowers Mondelēz to personalize its advertising content efficiently and cost-effectively, catering to specific consumer segments.
While the initial investment in AIDA is substantial, Mondelēz anticipates that it could reduce marketing content creation costs by up to 50%. As the tool continues to evolve and integrate into various aspects of the company’s operations, it has the potential to deliver even greater long-term savings.
Jennifer Mennes, Mondelēz’s vice president of global head of digital marketing and strategy, and Tina Vaswani, the vice president of digital enablement and consumer data, shared insights on AIDA and the role of artificial intelligence in food marketing. They emphasized the strategic approach taken to maximize the value of AIDA and the importance of aligning AI capabilities with the company’s brand principles.
The implementation of AIDA has enabled Mondelēz to accelerate content creation, enhance engagement, and drive conversion rates. By continuously experimenting and fine-tuning the tool, Mondelēz aims to leverage AI to its full potential across its extensive snacking portfolio.
One particular challenge lies in ensuring that AIDA aligns with Mondelēz’s product-focused approach, where showcasing the product itself is central to conveying taste appeal and generating impulse purchases. As AI technology advances, Mondelēz remains committed to upholding brand integrity and image quality, particularly in the realm of food marketing.
As Mondelēz explores the scalability of AIDA, the focus remains on identifying key value propositions and determining how best to integrate the tool into other areas of the business. With a solid foundation in place, Mondelēz is poised to leverage AIDA’s capabilities strategically and pragmatically to drive future growth and innovation.