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Mondelēz International has teamed up with Accenture and Publicis Groupe to launch a new platform that aims to leverage generative artificial intelligence (AI) in marketing. The platform will focus on the production of personalized assets like text, images, and videos to keep up with ever-changing consumer trends. Accenture has built a “digital core” for data collection and processing to support Mondelēz’s AI efforts, while Publicis will bring the AI to life in creative executions. This move marks Mondelēz’s investment in generative AI to enhance marketing efficiency and production at scale, following in the footsteps of other fast-moving consumer goods companies. The company plans to adhere to a responsible AI framework to ensure ethical and legal use of the technology. Accenture is aiding Mondelēz in establishing a digital core and providing education and training on AI, while Publicis is using generative AI to inform creative and content output. This partnership reflects a growing trend of deeper collaborations around generative AI in the consumer goods sector.
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Lara Heller graduated from the University of Amsterdam in the Netherlands with a degree in New Media and Communication. During her studies, she specialized in digital media, social media strategies, and content creation. She participated in various digital media projects during her university years, focusing particularly on online journalism and media ethics. After graduation, Lara started working as a content strategist at one of Europe’s leading digital media agencies, where she developed campaigns that strengthened the digital presence of numerous international brands.
