Oreo-maker Mondelez will use a new generative AI tool on marketing ads next year

Mondelez International is implementing a new generative AI tool to significantly reduce marketing content production costs. This tool, developed with Accenture, aims to cut costs by 30-50% and produce marketing materials like short TV ads. The company has invested over $40 million in this AI technology, with potential plans for use in major events like the 2027 Super Bowl. The company is actively seeking ways to reduce advertising costs and accelerate product development. Competitors like Kraft Heinz and Coca-Cola are also exploring AI for advertising, although some early results have faced criticism. Mondelez's tool currently avoids using human likenesses in its AI-generated content. The AI is already utilized on social media for products such as Chips Ahoy and Milka, creating animated content at a significantly lower cost. Mondelez plans to expand its AI integration to other brands and regions like Brazil and the UK. Human oversight will always be implemented to prevent any possible errors or issues with the output of the AI. The company enforces strict content guidelines to avoid unfavorable themes and ensure responsible marketing practices.