Mondelēz International, the maker of iconic brands such as Oreo, Chips Ahoy, Ritz and Perfect Bar, is reshaping its global marketing strategy through a new generative AI platform called AIDA (AI + Data).
Developed over the past two years, the advanced system represents a major investment of more than $40 million, aimed at accelerating content production and enabling large-scale personalization for consumers.
AIDA is designed to deliver marketing content faster, at a lower cost, and with greater relevance by tailoring ads for specific audience segments. Despite substantial upfront investments, Mondelēz expects the tool to eventually cut creative production costs by up to 50%, with even broader long-term savings should the technology expand into additional areas of the business.
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Launched in July, the AI-driven platform is still in its early stages. Mondelēz teams are actively testing how AIDA can support its diverse global portfolio while ensuring responsible advertising practices. This includes teaching the system brand nuances and safeguarding against messaging that could encourage unhealthy consumer behavior such as overindulgence.
In a recent conversation with Food Dive, Jennifer Mennes, Global Head of Digital Marketing and Strategy, and Tina Vaswani, Vice President of Digital Enablement and Consumer Data, shared insights into the evolving role of AI at Mondelēz. They highlighted AIDA’s potential to reshape modern food marketing by improving efficiency, boosting engagement, and enabling deeper consumer connection across markets.
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The interview, edited for clarity and brevity, underscores Mondelēz’s commitment to exploring AI-powered innovation as a strategic differentiator in the competitive global snacking industry.
