How Oreo maker Mondelēz is rethinking snack marketing with AI

Core Insights - Mondelēz is leveraging artificial intelligence through its generative AI tool AIDA to enhance marketing content production and personalization, aiming for higher engagement and conversion rates [1][6][7] - The company has invested over $40 million in AIDA, which is expected to reduce marketing content creation costs by up to 50% [5][6] - AIDA is still in the learning phase, being tailored to fit the unique needs of Mondelēz's diverse brand portfolio while ensuring responsible advertising practices [4][15] Investment and Strategy - The initial investment in AIDA is significant, prompting Mondelēz to prioritize features that deliver quick value [2] - The company is exploring which brands to pilot first with AIDA to maximize the tool's effectiveness [2][18] - AIDA's infrastructure is designed to be scalable, with plans to identify additional value cases for expansion [18] Technology and Implementation - AIDA was developed over two years and aims to create marketing content more efficiently, allowing for personalized material targeting specific consumer groups [6][7] - The company emphasizes the importance of integrating AI thoughtfully, ensuring it enhances existing processes rather than complicating them [8][9] - There is ongoing experimentation with AIDA to push its capabilities and improve output quality [11][12] Challenges and Considerations - The complexity of food marketing requires AIDA to maintain high fidelity in product representation, which differs from other consumer goods [13][14] - Mondelēz is committed to responsible AI use, ensuring that outputs align with brand values and do not promote unhealthy consumption [15][16] - Legal oversight remains a critical part of the process, with all marketing assets undergoing manual review before market release [17]