By Shefali Kapadia
Coca-Cola’s holiday ad and Svedka’s Super Bowl commercial share more in common than promoting a beverage — both were generated with the help of AI.
The technology is catching on at consumer goods companies, with marketing leaders adding AI to their processes on both the creative and strategic sides.
As a result, assets and campaigns are coming to fruition faster than they could without AI.
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. After various checks by human members of the team, the total process might take days.
SHEFALI KAPADIA 