Mondelēz International, the global snacking powerhouse behind brands like Oreo and Cadbury, is proving that generative AI isn't just a buzzword—it's a game-changer. By implementing a tailored generative AI platform, Mondelēz has slashed marketing content production costs by 30–50% (Sunday Guardian Live). Built in collaboration with Accenture and Publicis Groupe, this tool is transforming digital ad and social content production, setting a new standard for enterprise AI with a focus on ROI and agility.
Instead of opting for a generic AI solution, Mondelēz developed a bespoke content creation platform. Partnering with Accenture for the technical backbone and Publicis for creative synergy, the platform launched in late 2024, outpacing competitors still testing generative AI (Marketing Dive). “We built a proprietary system to be the main generator of our content,” explains Jon Halvorson, SVP of consumer experience (Digiday).
Mondelēz’s $40 million investment was strategic (Sunday Guardian Live). Accenture provided the digital core for scalable data integration, while Publicis facilitated creative workflow integration (Marketing Dive). This in-house AI strategy enhances data protection, brand control, and content quality, with a human-in-the-loop model empowering marketers rather than replacing them (Digiday).
Mondelēz’s AI platform is reshaping creative production, starting with social media campaigns for brands like Chips Ahoy in the U.S. and Milka in Germany. The system can produce customized assets quickly, like an eight-second Milka video tailored for different audiences (Sunday Guardian Live).
The platform also powers e-commerce content, auto-generating product images, descriptions, and banners for Oreo on Amazon and Walmart (Sunday Guardian Live). Mondelēz aims to use AI for broadcast-quality video ads, targeting TV spots and potentially a Super Bowl campaign by 2027 (Sunday Guardian Live).
Mondelēz avoids AI-generated human likenesses, focusing on product visuals to maintain authenticity (Sunday Guardian Live).
Mondelēz’s AI initiative has delivered a 30–50% reduction in content production costs (Sunday Guardian Live). High-quality animated assets now require a fraction of the budget, resulting in leaner agency fees and reduced studio overhead (Sunday Guardian Live).
Beyond cost savings, the AI platform’s speed enables Mondelēz to respond to trends in near real time, aiming to lift ad effectiveness by 10–15% and reduce non-working spend by 15–20% (Digiday). Personalized creative, now scalable with AI, drives higher engagement and ROI (Search Engine Journal).
Industry-wide, AI adoption in marketing is rising. Gartner reports 73% of marketing teams use generative AI, with creative development and campaign analysis among top applications (Search Engine Journal). McKinsey predicts generative AI could boost marketing productivity by 5–15% and add up to $4.4 trillion annually to the global economy (McKinsey).
At Mondelēz, AI shifts marketers from manual creation to AI orchestration. Creatives guide the platform, selecting variants and ensuring brand fidelity. “We expect humans to be in the loop,” says Halvorson (Digiday). AI acts as a “teammate,” handling repetitive tasks so humans can focus on strategy.
Mondelēz invested in training and upskilling, with Accenture helping marketers master prompt engineering and data-driven optimization (Marketing Dive). McKinsey recommends strategic integration, skill development, and ethical guardrails (McKinsey LinkedIn).
This transformation allows marketers to produce more content in less time, meeting demands for channel proliferation and personalization. The new agency-client collaboration model focuses on creative direction rather than execution (Digiday).
As Mondelēz scales AI, it enforces strict content guidelines and review processes. All AI-generated assets undergo human review for accuracy and brand alignment (Sunday Guardian Live). The company bans themes like unhealthy eating, manipulative language, and cultural stereotypes (Sunday Guardian Live).
Mondelēz phases its rollout strategically, starting with lower-stakes content and gradually moving to high-visibility formats like TV (Digiday). This minimizes risk while building internal confidence and capability.
The scale of Mondelēz’s savings—up to 50%—proves generative AI can drive substantial business value (GlobalData).
Experts praise Mondelēz’s “human-in-the-loop” model, which empowers rather than displaces staff (Accenture Newsroom). Agility and personalization are key benefits, though risks like generic output exist. Mondelēz’s focus on co-creation and authenticity addresses these concerns.
Analysts expect competitive pressure to push others to follow Mondelēz’s lead. AI is becoming essential for marketing teams aiming to do more with less.
Mondelēz’s AI journey offers a blueprint for leaders seeking productivity gains:
Mondelēz International’s generative AI platform is a blueprint for future marketing productivity. By investing in custom solutions, upskilling teams, and embedding human oversight, Mondelēz has achieved up to 50% cost savings (Sunday Guardian Live). The deeper value lies in speed, personalization, and agility, offering sustained competitive advantage.
The strategic implication is clear: thoughtful AI integration, empowering people, and protecting brand authenticity unlock significant benefits. Generative AI is becoming a standard for content operations, and leaders must adopt it with vision and discipline. Mondelēz’s playbook—invest, upskill, safeguard, iterate—paves the way for others. AI isn’t replacing the human touch; it’s amplifying it. The productivity revolution is here, and those who act now will shape the future of marketing.
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