Mondelez partners with Accenture and Publicis to launch AI platform

Mondelēz International has announced the launch of a new AI-powered platform aimed at enhancing its global marketing capabilities and optimising consumer experiences. Developed in partnership with Accenture and Publicis Groupe, the platform will utilise artificial intelligence (AI) and generative AI (gen AI) to enable faster and more efficient creation of personalised content, including text, images, and videos.

The partnership will be rolled out globally, including across Asia Pacific.

Jon Halvorson, senior vice president, global consumer experiences and digital commerce at Mondelēz, said, “Harnessing the power of gen AI will empower our people to play a proactive role in how our brands show up in the market. This drives real value for the business through creating, personalising and distributing on-trend creative not only at pace, but also safely, securely and with brand integrity.”

Accenture, which has a long-standing partnership with Mondelēz, will support the platform’s development by integrating a strong digital core that processes real-time data and generates contextualised insights. Accenture’s involvement will also include employee training and adoption strategies to scale and activate the platform within Mondelēz.

“Mondelēz marketers will be able to tap into the power of data, AI and gen AI to drive innovation, gather audience and market insights, improve behind-the-scenes processes, turbocharge measurement, conduct near-real-time testing and facilitate higher degrees of personalisation at every consumer touchpoint,” said Venky Rao, Americas & AI lead, and global client account lead for Mondelēz at Accenture.

Publicis Groupe will lead the execution of the platform and establish the gen AI foundation to support Mondelēz’s creative assets. The collaboration between Accenture and Publicis reflects the growing demand from brands for integrated consulting and advertising solutions.

“Publicis is proud to be a transformation partner in this journey, as part of our broader Power of One solution for Mondelēz and shares this same holistic approach—bringing the best capabilities together to deliver a truly game-changing solution, underpinned by best-in-class data and technology,” said Scott Hagedorn, global chief solutions architect at Publicis Groupe.

The platform will be developed with leading design principles and within a responsible AI framework to ensure ethical and legally compliant use, aligning with Mondelēz’s broader commitment to responsible marketing practices.

This partnership is the latest in Accenture’s continued investment in the creative and marketing space, following its acquisition of Jixie in December last year, which enhanced its adtech capabilities, along with the acquisitions of Romp in Indonesia and Signal in Japan, as the company expands its presence amid the evolving digital landscape.