Mondelēz International is a global snacking leader, with iconic brands like OREO cookies, Cadbury Dairy Milk chocolate, SOUR PATCH KIDS candy, belVita biscuits, and more. To increase their ability to delight customers, Mondelēz International is embracing AI across their organization—from research and development to marketing and IT—and creating new ways for people to work together.Explore Mondelēz International’s story
Culture of innovation
The success of Mondelēz International’s AI strategy involved development of a modeling triad approach—aligning modeling experts, subject matter experts from product development, and data owners from finance, marketing, and so on—to break silos. “We have our data science, modeling, and simulation experts,” explains Rob Hargrove, Executive VP of Research, Development, and Quality at Mondelēz International. “Our biscuit, chocolate, or gum and candy process development experts. We’re bringing people together because they have got different parts of the puzzle to offer.”
To inspire a culture of innovation, the leadership team created an environment where experimentation is encouraged and failure is seen as a learning opportunity. With the triad, Mondelēz International democratized knowledge, enabling anyone in the organization to be as good as their best employee—a cultural value they further instill through upskilling and reskilling. “Digital literacy without data literacy in an enterprise, you’re just not going to be successful,” explains Javier Polit, Chief Information and Business Solutions Officer at Mondelēz International. “You need to have both.”
AI in action
From formulating new cookie recipes and achieving the perfect bake to improving marketing strategies and supply chain efficiencies, Mondelēz International is optimizing processes by incorporating AI into what their people do every day.
Research and development
AI is accelerating R&D processes such as consumer research, product formulation, modeling, and simulation. “You can teach a system to get better and better at product reformulations,” explains Rob Hargrove, Executive VP of Research, Development, and Quality at Mondelēz International, “dependent on the consumer attributes that you’re looking to accentuate or even the cost envelope that you need the recipe to be within.” Alongside the technology, Mondelēz International is asking their R&D teams to adopt a model-first mindset, as modeling and digital twining help produce results at a faster pace. AI is also increasing speed and scale for consumer research. They’re teaching chatbots to solicit consumer opinions in real time to feed into this development. “We can get thousands of consumer responses in the time it used to take us to do a few interviews,” Hargrove says.
Dale Kyser, VP of Research and Nutrition Sciences, and Joe Manton, Director and Global Head of Modeling, Simulation, and Data Sciences, both at Mondelēz International, discuss how AI helps Mondelēz International deliver the data and insight “to make every developer as good as our best.”
Personalization: An OREO cookie for everyone with AI
“Consumers are at the center of our business,” says Rob Hargrove, Executive VP of Research, Development, and Quality at Mondelēz International. “We place a lot of priority on learning from consumers.” AI is helping Mondelēz International get closer to customers, gleaning insights that inspire innovation. Mondelēz International’s AI implementation began in their marketing department with a vision of personalizing messages to customers. That work inspired brand teams across Mondelēz International to explore the personalization AI made possible—how they could think and create differently to respond to what consumers want.
Learning from Mondelēz International
In a global market where more consumers expect products made just for them, AI supports Mondelēz International’s efforts to empower each employee with the ability to better understand and delight their customers with personalized products that appeal to their unique tastes.
How can your organization exceed customer expectations with AI?Discover more about Mondelēz International