Post by : Bianca
Haleem
Snack powerhouse Mondelez International, the brand behind Oreo and Cadbury, is embracing generative AI to revolutionize its advertising processes—aiming to slash production expenses by as much as 30% to 50%.
In partnership with Publicis Groupe and Accenture, the company has invested over $40 million to develop a custom AI solution. This initiative aims to accelerate marketing efforts, reduce costs, and adapt swiftly to consumer preferences.
As per Jon Halvorson, Mondelez's global senior vice president of consumer experience, this AI system is anticipated to generate brief TV commercials in time for next year’s holiday season, and even for the Super Bowl in 2027.
From Social Media to the Super Bowl
The AI tool is currently undergoing tests with major brands. In the U.S., Mondelez has introduced AI-generated content for Chips Ahoy!, whereas in Germany, Milka's ads exhibit waves of chocolate flowing over wafers with tailored backgrounds for viewers.
The financial savings are enormous. Traditional animation that once cost hundreds of thousands of dollars can now be created for significantly less. Oreo will soon utilize this technology for product pages on Amazon and Walmart in November, followed by Lacta chocolate and Oreo in Brazil, and Cadbury in the UK.
Ensuring Responsibility alongside Speed
While competitors such as Coca-Cola and Kraft Heinz are also exploring AI-driven advertising, Mondelez asserts a cautious approach. Every piece of AI-generated content is meticulously reviewed by human teams to prevent inaccuracies or misleading visuals.
The company's internal policies prohibit portrayals of unhealthy eating patterns, vaping, emotional manipulation, or offensive stereotypes. Mondelez aims to keep its AI usage innovative while adhering to responsible practices.
As leading consumer brands face tighter budgets and evolving digital landscapes, Mondelez’s venture into AI could reshape storytelling in the food industry—faster, cost-effective, and smarter than ever before.
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