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mondelez international is leveraging technology and investing in tools to increase “analytical rigor,” optimize promotions and pricing, increase sales productivity, and improve in-store execution. I’m emphasizing it. At the core of this is artificial intelligence.
The company is focused on four key pillars to accelerate growth in 2024 and beyond, focusing on RGM, channel expansion, digital transformation, and marketing improvements, but the company is focusing on digital, where AI will have a big impact. Investment also touches on company-wide initiatives.
“Our digital strategy consists of three main streams. The first is consumer engagement, which allows us to better personalize brand engagement with consumers. The second is customer engagement. Engagement. This is a multi-year digital sales transformation to drive best-in-class revenue management and sales execution,” said CFO Luca Zaramella. Consumer Analyst Group of New York (CAGNY) Investor Conference last week. “And his third is end-to-end execution excellence, with a focus on driving efficiency and effectiveness in every aspect of the company’s operations.”
AI insights that power RGM practices
First, for RGM, AI supports the company’s sales approach by leveraging second-party data to drive improved business decisions and sales execution. These insights include POS promotions, reseller data, and loyalty card data.
“AI also provides guided selling for personalized recommendations, suggested orders to simplify order fulfillment, recommended actions to drive upsells, and tracking sales performance through data, analytics, and insights.” Through this, we provide better insights to drive sales execution and excellence,” said Zalamela.
He works with other pillars to create value and make sales more effective by taking a comprehensive RGM approach, including smart pricing, optimized assortments, and promotional strategy modeling. Said it can be done.
Gustavo Valle, the company’s president of North America, said RGM is not just a short-term solution for broad “downsizing,” but a targeted approach to create “the right pack for the right consumer at the right time.” He emphasized that it is a strategic approach.
“This allows us to actively engage with our customers as category captains,” he said.
Marketing powers AI’s brain
This technology has also permeated marketing efforts.Mr. Mondelez hopes AI generationEspecially to increase sales and marketing value. Zalamella believes this will encourage creative content creation and improve quality through increased personalization.
“Ultimately, our approach to AI in marketing should deliver significantly higher marketing ROI at a fraction of traditional production costs,” she said. “We are also building capabilities with AI models that act as the brain and transform and adjust marketing more broadly across different dimensions.”
The brain she mentioned is large language model To generate and optimize assets, your audience’s brain focuses on your messaging and content to predict responses. The brand brain, on the other hand, aligns with the brand’s purpose and design standards through text, images, or large-scale videos.
The performance brain “understands content and recommends changes to improve effectiveness,” she added. The channel brain then understands variations between channels and optimizes assets. We are already running pilots with brands such as Milka, and we plan to launch further pilots later this year. ”
These are just a few examples of the initiatives Mondelēz is developing. Vallée said the company is also investing in technology-enabled pilots in other markets around the world.
“[They] These are very promising and we are excited about the opportunity to apply those learnings in the United States,” said Valle.
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