Cadbury owner Mondelēz is launching a new platform designed to improve its global marketing capabilities and tap into consumer trends through expanded use of artificial intelligence (AI).

Working in collaboration with Accenture and communications and marketing firm Publicis Groupe, the new platform looks to enable faster, more efficient creation of personalised text, images and videos.

It will also have the ability to rapidly scale content creation and increase personalised outreach in new ways, while consumers will benefit from tailored and timely messages relevant to specific moments such as a birthday or when seeking a snack for a packed lunch.

Mondelēz senior vice president of global consumer experiences and digital commerce Jon Halvorson said: “Harnessing the power of gen AI will empower our people to play a proactive role in how our brands show up in the market.

“This drives real value for the business through creating, personalizing and distributing on-trend creative not only at pace, but also safely, securely and with brand integrity.”

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Building on its long partnership with Mondelēz, Accenture will help scale and activate this platform through employee training and adoption strategies.

Accenture Americas and AI lead and global client account lead for Mondelēz at Accenture Venky Rao said: “As curators of some of the world’s most iconic brands, Mondelēz marketers will be able to tap into the power of data, AI and gen AI to drive innovation, gather audience and market insights, improve behind-the-scenes processes, turbocharge measurement, conduct near-real-time testing and facilitate higher degrees of personalization at every consumer touchpoint.”

Publicis Groupe will be responsible for leading execution and building the gen AI foundation that will power creative assets, and both companies will work closely with Mondelēz marketing teams to try to redefine consumer goods marketing.

Publicis Groupe global chief solutions architect Scott Hagedorn added: “Publicis is proud to be a transformation partner in this journey, as part of our broader Power of One solution for Mondelēz and shares this same holistic approach – bringing the best capabilities together to deliver a truly game-changing solution, underpinned by best-in-class data and technology.”