Global snacking powerhouse Mondelez International is taking a decisive leap into the future of marketing by harnessing the capabilities of generative artificial intelligence to significantly reduce its promotional expenditures. In a recent discussion with Reuters, a senior executive revealed that the company is also preparing to unveil its first wave of AI-produced television advertisements in the coming year, marking a pivotal shift in how the brand conceptualizes and assembles its creative campaigns.
Jon Halvorson, who serves as the company’s global senior vice president of consumer experience, elaborated that Mondelez has already invested more than $40 million in the acquisition and development of a sophisticated AI video-generation platform. This system, designed to automate and accelerate the creation of visual marketing content, reportedly has the potential to cut the costs of ad production by nearly fifty percent. According to Halvorson, the initial suite of television advertisements produced using this technology is anticipated to be ready for broadcast during the 2026 holiday season—one of the most competitive and high-profile periods for consumer advertising. Moreover, there are discussions that this technology could be leveraged to create content tailor-made for one of the world’s largest advertising events, the 2027 Super Bowl.
In the meantime, Mondelez has already begun testing and implementing the AI video tool across other digital platforms, using it to craft social media content for its well-known snack brands such as Chips Ahoy cookies and Milka chocolate. The company also plans to apply the same tool to design and optimize online product pages for its iconic Oreo brand, beginning as early as November. This approach demonstrates Mondelez’s intention not only to enhance efficiency but also to infuse its consumer experiences with technologically advanced creativity, reshaping the way brands engage audiences across digital ecosystems.
The company’s embrace of AI mirrors a larger industry-wide movement, as many multinational corporations are adopting artificial intelligence to streamline costs associated with marketing and advertising. Despite the widespread enthusiasm, the results of such ventures have, at times, been polarizing. For instance, when Coca-Cola released its AI-generated Christmas advertisements last year, public responses were sharply divided; online audiences criticized the campaigns for feeling mechanical, emotionally detached, and, in some cases, unnervingly artificial. Such reactions underscore both the promise and the potential pitfalls of integrating generative AI into creative industries—a tension that Mondelez will need to navigate as it campaigns to balance efficiency, authenticity, and consumer connection in the age of AI-driven marketing.
Sourse: https://www.theverge.com/news/806047/mondelez-ai-generated-ads
