At Mondelez, maturation of AI could impact between 10% and 20% of non-working media spend - adding up to between $30 million and $40 million - according to Jonathan Halvorson, global svp of consumer experiences.
The savings should hopefully be the fuel to fund that model and be able to kick it so it's meaningful in terms of P&L and to offset what is a big infrastructure cost in terms of talent, people, process and change management.
Marketing execs also mentioned examples for how they're using generative AI in actual campaigns, such as Mondelez's personalized music and video content and Mars Petcare's geo-targeted pet adoption ads.
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