How Mondelez enhances AI marketing with empathy-driven approach

AI-driven marketing evolution: Mondelez International is leading the way in combining artificial intelligence with human empathy to create more effective and culturally resonant marketing strategies.

• The company has launched a generative AI platform in partnership with Accenture and Publicis Groupe to accelerate the creation and personalization of marketing content.
• This platform allows Mondelez to produce personalized text, images, and videos at scale, keeping its brands ahead of rapidly changing consumer tastes and interests.
• The initiative reflects a growing trend in marketing, where 88% of professionals plan to increase their investment in AI in 2024, according to a HubSpot survey.

Balancing technology and humanity: While AI offers unparalleled efficiency and scalability in marketing, there’s a growing recognition that it cannot replace the human touch needed for meaningful consumer connections.

• Brands like Peloton and Meta have faced backlash for over-relying on algorithms that overlooked broader social and cultural contexts.
• A 2023 YouGov survey found that 71% of consumers believe a company’s social and political stances matter more now than they did five years ago when making purchase decisions.
• Mondelez’s approach aims to integrate AI’s precision with empathy-driven strategies to create authentic consumer connections.

Mondelez’s AI platform features: The company’s generative AI platform is designed to enhance efficiency while empowering employees to play a proactive role in market representation.

• The platform reduces creative production time while ensuring that content is culturally resonant and aligns with the goal of fostering consumer well-being.
• Mondelez has committed to a responsible AI framework, developed with Accenture, to guide its use of generative AI and ensure ethical and legally compliant marketing.
• The company’s “Sour Translator” campaign for Sour Patch Kids demonstrates how AI can be used to engage consumers while supporting their personal and professional growth.

Best practices for merging AI with empathy: Mondelez’s approach offers insights for other brands looking to harness AI while staying true to human values.

• Develop AI ethics and cultural sensitivity training for all employees working with the technology.
• Use AI to enhance, not replace, human insight by combining AI-driven data with qualitative research and cultural intelligence frameworks.
• Implement a continuous feedback loop to gather real-time consumer feedback and adapt campaigns accordingly.
• Prioritize emotional security and empowerment in AI-driven content to build trust and loyalty over time.

Broader implications for marketing: The integration of AI and empathy in marketing strategies is reshaping the industry’s future.

• Successful brands will be those that can harness AI’s power while remaining grounded in human empathy.
• Mondelez’s approach serves as a blueprint for navigating the complexities of modern marketing.
• The company’s use of AI extends beyond marketing to product development, supply chain efficiency, and sustainable practices, positioning it as an industry leader.

Future outlook: The marketing landscape is evolving towards a more balanced approach that combines technological innovation with human-centric values.

• CMOs and marketing leaders are encouraged to embrace AI as a catalyst for human connection rather than a replacement.
• The future of marketing lies in creating experiences that resonate deeply with consumers, fostering loyalty and driving sustainable growth.
• Balancing technology with empathy will be crucial for companies aiming to stay competitive and relevant in the evolving marketing landscape.

Analyzing deeper: Mondelez’s approach highlights the potential for AI to enhance rather than diminish the human element in marketing.

• As AI technology continues to advance, the challenge for marketers will be to maintain this balance, ensuring that efficiency gains don’t come at the cost of authentic consumer connections.
• The success of this strategy may lead to a shift in how companies approach AI integration, prioritizing cultural empathy and ethical considerations alongside technological capabilities.
• This approach could set a new standard for responsible AI use in marketing, influencing industry practices and consumer expectations in the years to come.