Another tentacle of the in-house trend has seemingly wriggled loose, this one powered by AI.
Snack company Mondelēz International is creating an in-house generative AI content creation platform in collaboration with Accenture and Publicis Groupe, though financial details were not made available. AI-generated campaigns are expected to roll out as early as Q1 of next year across several markets, including the U.S., U.K., Germany, India and Latin America, according to Jon Halvorson, svp of consumer experiences and digital commerce at Mondelēz International.
“Mondelez is going to build a proprietary platform that we own, that our agencies and we will use — hands on keyboard — and that system essentially will be a main generator of content for us in the future,” he said. The plan is to start with content geared toward landing a sale (i.e. the more performance marketing bits) and will scale up to television ads, he added.
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