"Before AI, it could take Mondelēz International up to 10 weeks - from concept to production - to spin up a six- to eight-second social media video for its Chips Ahoy! character "Chip," said Jennifer Mennes, VP and global head of digital marketing and strategy at Mondelēz International. Now, the marketing team can prompt AI and create a video in less than five minutes."
"The biggest opportunities aren't necessarily in "big flashy campaigns," like Super Bowl spots, Mennes said. Instead, AI is helping CPGs quickly produce a greater volume of text, headlines, social content, and lifestyle imagery. As firms pump out more content, they could risk putting out AI slop and turning off consumers with AI-generated material."
Consumer goods companies including Coca-Cola, Svedka, Mondelēz, and Blue Chip are integrating AI into marketing processes to significantly accelerate content creation and strategic planning. Mondelēz reduced video production time from 10 weeks to under five minutes using AI prompts, with human review extending timelines to days. AI's primary value lies in high-volume content production—text, headlines, social media posts, and lifestyle imagery—rather than major campaigns. The technology enables rapid concept testing and learning, improving marketing strategies and efficiency. However, companies face risks of producing low-quality AI-generated content that may alienate consumers. Despite these concerns, efficiency gains justify adoption, particularly for high-volume work and strategic applications.
#ai-in-marketing #content-creation-efficiency #consumer-goods-companies #campaign-production #ai-generated-content-risks
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