Mondelez announced this week that it is working with Accenture and Publicis Groupe on the launch of a major new platform that will advance the CPG giant’s artificial intelligence and generative ai-powered marketing capabilities.  

The company cited its long relationship with Accenture and credited the consultant with establishing its “strong digital core” that enable’s the firm to collect and process real-time data using Gen AI to create “new and contextualized insights.”  Accenture will help scale and activate the platform through employee training and implementation strategies. 

It is not clear what the company’s timetable is for getting the platform fully operational or how it will be rolled out by market. Company reps didn’t return a query about the effort. 

Publicis Groupe will be responsible for building the Gen AI foundation that will develop creative assets. The holding company is also a long-time partner of Mondelez and two years ago it was the big winner in the company’s $1.6 billion media review, when it was estimated that Publicis would handle about 70% of the client’s media business globally.  

In addition to creative and data analytics, the platform will enhance measurement and testing capabilities and facilitate “higher degrees of personalization at every consumer touchpoint,” according to Venky Rao, Americas & AI Lead and Global Client Lead for Mondelez at Accenture. 

It wasn’t clear if the platform would have an ecommerce component or whether any brands were actually working with or testing the platform at this point.  

Mondelez markets over 140 brands worldwide including Oreo, Ritz, Milka, Tates, Toblerone and many others.