United StatesConsumer goods2024 – ongoingMondelez International
In-house generative AI tool for marketing content
Mondelez expected its generative AI content tool to cut production costs by 30% to 50%
Problem
Oreo, Chips Ahoy and Milka needed large volumes of social posts, product pages and ads. A Mondelez executive said traditional animation and video production cost hundreds of thousands of dollars per piece.
Approach
Mondelez began the project in 2024 with Publicis Groupe and Accenture and said it invested more than $40 million. The tool had produced social content for Chips Ahoy in the US and Milka in Germany, with all output reviewed by people and no human likenesses generated. The company planned to use it for Oreo product pages on Amazon and Walmart in November 2025, followed by Lacta and Oreo in Brazil and Cadbury in the UK. It planned short TV ads for the 2026 holiday season.
Results
Takeaway
Mondelez expected larger savings on complex video while keeping people responsible for reviewing every output. The 30% to 50% saving was an executive’s estimate, with no audited result reported.
Categories
- Size
- Large enterprise
- Industry
- Consumer goods
- Business function
- Marketing and sales
- Innovation type
- Process innovation
- AI technology
- Generative AI
- Adoption
- Co-developed with a partner
- Evidence
- Company's own claim
Sources
Source summaries
Retail Systems reported that Mondelez built the tool with Publicis and Accenture and invested more than $40 million. Mondelez expected production costs to fall by 30% to 50%. It planned to expand use across its brands while having people review all content.
Mondelez executive Jon Halvorson told Reuters that the company expected the tool to cut production costs by 30% to 50% after investing more than $40 million. He expected animation that cost hundreds of thousands of dollars to become much cheaper. He said people would always check the output.
Full details are in the original sources.
