Mondelez, the snack producer known for brands like Cadbury, is utilizing a generative AI tool designed to cut marketing content production costs by 30% to 50%. Developed in collaboration with Publicis Groupe and Accenture, this innovative tool is set to create short-form TV ads for the 2024 holiday season, with long-term aspirations for sporting events like the Super Bowl. The company has invested over $40 million in this project, aiming to enhance its advertising efficiency amidst rising consumer demands and lower import rates. Competitors like Kraft Heinz and Coca-Cola are also beginning to embrace AI for advertising purposes. Mondelez emphasizes responsible AI usage, with strict guidelines to prevent harmful content. The AI tool is currently producing promotional materials for products like Chips Ahoy in the US and Milka in Germany, significantly reducing production costs and time. Despite increased automation, human oversight remains a priority for quality control in the content creation process.
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