Mondelēz International – the company behind Oreo, Chips Ahoy!, Ritz, and more – is leaning hard into generative AI with a tool it’s calling AIDA (short for AI + Data). With an investment already topping $40 million, AIDA is designed to crank out marketing content faster and cheaper, while also tailoring ads to individual consumer segments. The company says the ultimate goal is to halve content production costs—so, yes, those AI-generated cookie ads may end up saving real dough.
The tech launched in July and is still finding its stride. Early experiments have highlighted major contrasts between products—what works for a cookie doesn’t necessarily translate to chocolate. In one quirky example, AIDA surprised teams by producing Golden Oreo visuals, even though it was trained only on the black-and-white classic. Still, challenges remain: replicating food imagery with a high level of visual “taste appeal” means the bar is a lot higher than, say, designing shampoo bottle ads.
Mondelēz is staying cautious, layering human oversight atop AI output to avoid brand missteps. Legal still has final sign-off, so while AIDA speeds up creation, it doesn’t bypass checks. The company is eyeing expansion of the platform beyond marketing, exploring which other parts of their global snacking empire can benefit most.
Read more at Food Dive.