Latest / Omni Talk Retail / Mondelēz's $40M AI Advertising Bet | Fast Five Shorts

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Mondelēz's $40M AI Advertising Bet | Fast Five Shorts · Omni Talk Retail

• 0:00
  Oreo
• 0:00
  maker
• 0:01
  Mondelez
• 0:02
  plans
• 0:03
  to
• 0:03
  use
• 0:03
  a
• 0:03
  new
• 0:04
  generative
• 0:04
  AI
• 0:05
  tool
• 0:05
  to
• 0:05
  slash
• 0:06
  its
• 0:06
  marketing
• 0:07
  costs.
• 0:07
  According
• 0:07
  to
• 0:08
  Reuters.
• 0:08
  Snack
• 0:09
  maker
• 0:09
  Mondelez
• 0:09
  is
• 0:09
  using
• 0:10
  this
• 0:10
  generative
• 0:11
  AI
• 0:11
  tool
• 0:12
  to
• 0:12
  cut
• 0:12
  their
• 0:13
  production
• 0:13
  and
• 0:13
  marketing
• 0:14
  content
• 0:15
  costs
• 0:15
  by
• 0:15
  30
• 0:16
  to
• 0:16
  50%,
• 0:16
  an
• 0:17
  executive
• 0:17
  told
• 0:18
  the
• 0:18
  news
• 0:18
  outlet.
• 0:19
  The
• 0:19
  packaged
• 0:20
  food
• 0:20
  manufacturer
• 0:21
  began
• 0:21
  developing
• 0:21
  the
• 0:21
  tool
• 0:22
  last
• 0:22
  year
• 0:22
  with
• 0:22
  it
• 0:22
  firm
• 0:23
  Accenture
• 0:23
  and
• 0:24
  expects
• 0:24
  that
• 0:24
  it
• 0:25
  will
• 0:25
  be
• 0:25
  capable
• 0:25
  of
• 0:25
  making
• 0:26
  short
• 0:26
  TV
• 0:26
  ads
• 0:27
  that
• 0:27
  would
• 0:27
  be
• 0:27
  ready
• 0:27
  to
• 0:27
  air
• 0:28
  as
• 0:28
  soon
• 0:28
  as
• 0:29
  next
• 0:29
  year's
• 0:29
  holiday
• 0:30
  season
• 0:30
  and
• 0:31
  potentially
• 0:32
  for
• 0:32
  the
• 0:32
  2027
• 0:33
  Super
• 0:33
  Bowl.
• 0:34
  Mondelez
• 0:34
  has
• 0:35
  invested
• 0:35
  more
• 0:35
  than
• 0:35
  $40
• 0:36
  million
• 0:36
  in
• 0:37
  this
• 0:37
  tool
• 0:37
  and
• 0:37
  it
• 0:38
  is
• 0:38
  using
• 0:38
  content
• 0:39
  generated
• 0:39
  by
• 0:39
  the
• 0:39
  new
• 0:40
  tool
• 0:40
  on
• 0:40
  social
• 0:41
  media
• 0:41
  for
• 0:41
  its
• 0:41
  Chips
• 0:42
  Ahoy
• 0:42
  cookies
• 0:42
  in
• 0:42
  the
• 0:42
  US
• 0:43
  and
• 0:43
  milk
• 0:44
  of
• 0:44
  chocolate
• 0:44
  in
• 0:44
  Germany.
• 0:45
  An
• 0:45
  8
• 0:46
  second
• 0:46
  milk
• 0:46
  of
• 0:47
  video
• 0:47
  shows
• 0:47
  waves
• 0:47
  of
• 0:48
  chocolate
• 0:48
  rippling
• 0:49
  over
• 0:49
  a
• 0:49
  wafer
• 0:50
  along
• 0:50
  with
• 0:50
  different
• 0:51
  backgrounds
• 0:51
  depending
• 0:52
  on
• 0:52
  which
• 0:52
  consumer
• 0:53
  Mondelez
• 0:53
  is
• 0:54
  targeting.
• 0:55
  Mondelez,
• 0:56
  however,
• 0:56
  is
• 0:56
  not
• 0:57
  putting
• 0:57
  human
• 0:58
  likenesses
• 0:58
  in
• 0:59
  its
• 0:59
  AI
• 0:59
  created
• 1:00
  content.
• 1:01
  Chris,
• 1:01
  this
• 1:01
  is
• 1:01
  also
• 1:02
  the
• 1:02
  A
• 1:02
  and
• 1:02
  M
• 1:02
  put
• 1:03
  you
• 1:03
  on
• 1:03
  the
• 1:03
  spot
• 1:03
  question.
• 1:04
  Mondelez,
• 1:06
  they've
• 1:06
  spent
• 1:07
  $40
• 1:07
  million
• 1:08
  to
• 1:08
  get
• 1:08
  to
• 1:09
  the
• 1:09
  point
• 1:10
  of
• 1:10
  AI
• 1:10
  generated
• 1:11
  ads.
• 1:12
  What
• 1:12
  are
• 1:12
  your
• 1:12
  short
• 1:12
  term
• 1:13
  and
• 1:13
  long
• 1:13
  term
• 1:14
  implications
• 1:15
  of
• 1:15
  the
• 1:16
  deep
• 1:16
  pocketed
• 1:16
  big
• 1:17
  brands
• 1:18
  stepping
• 1:18
  out
• 1:18
  from
• 1:19
  the
• 1:19
  pack
• 1:19
  to
• 1:20
  go
• 1:20
  in
• 1:20
  on
• 1:20
  Gen
• 1:21
  AI
• 1:21
  in
• 1:21
  this
• 1:21
  way?
• 1:22
  Wow.
• 1:22
  Okay.
• 1:23
  Cpg
• 1:24
  put
• 1:24
  you
• 1:24
  on
• 1:24
  the
• 1:24
  spot
• 1:25
  based
• 1:25
  question.
• 1:25
  All
• 1:26
  right.
• 1:26
  I
• 1:26
  like
• 1:26
  what
• 1:26
  those
• 1:26
  guys
• 1:26
  are
• 1:27
  doing
• 1:27
  here
• 1:27
  trying
• 1:27
  to
• 1:27
  put
• 1:28
  me
• 1:28
  on
• 1:28
  the
• 1:28
  spot
• 1:28
  this
• 1:28
  week.
• 1:28
  All
• 1:29
  right.
• 1:30
  Truth
• 1:30
  be
• 1:30
  told,
• 1:30
  Ann,
• 1:31
  I'm
• 1:32
  very,
• 1:32
  very,
• 1:33
  very,
• 1:33
  very.
• 1:33
  I
• 1:34
  think
• 1:34
  that's
• 1:34
  five
• 1:34
  areas
• 1:35
  if
• 1:35
  I'm
• 1:35
  keeping
• 1:35
  score
• 1:35
  at
• 1:36
  home.
• 1:36
  Leery
• 1:37
  of
• 1:37
  the
• 1:37
  approach
• 1:37
  here.
• 1:38
  I
• 1:39
  think
• 1:39
  it's,
• 1:39
  it's,
• 1:39
  it's
• 1:40
  a
• 1:40
  dangerous
• 1:40
  approach.
• 1:40
  It
• 1:41
  feels
• 1:41
  like,
• 1:41
  feels
• 1:42
  like
• 1:42
  to
• 1:42
  me
• 1:42
  there's
• 1:42
  a
• 1:43
  fast
• 1:43
  approaching
• 1:43
  trap
• 1:43
  here.
• 1:44
  And
• 1:44
  by
• 1:44
  trap,
• 1:44
  I
• 1:44
  mean
• 1:44
  the
• 1:45
  sunk
• 1:45
  cost
• 1:45
  trap.
• 1:46
  And
• 1:46
  the
• 1:46
  reason
• 1:46
  for
• 1:47
  that
• 1:47
  is
• 1:47
  I
• 1:47
  think
• 1:47
  the
• 1:48
  technology
• 1:48
  is
• 1:48
  changing
• 1:49
  too
• 1:49
  Fast,
• 1:50
  that
• 1:51
  a
• 1:51
  $40
• 1:51
  million
• 1:52
  investment
• 1:52
  with
• 1:52
  Accenture
• 1:53
  could
• 1:53
  honestly
• 1:54
  get
• 1:54
  obsoleted
• 1:55
  very
• 1:55
  quickly
• 1:55
  here
• 1:56
  or
• 1:56
  especially
• 1:56
  over
• 1:56
  the
• 1:57
  long
• 1:57
  run.
• 1:57
  So
• 1:58
  I
• 1:58
  think
• 1:58
  the
• 1:58
  right
• 1:58
  approach
• 1:59
  is
• 1:59
  actually
• 1:59
  to
• 1:59
  test
• 1:59
  and
• 2:00
  learn
• 2:00
  your
• 2:00
  way
• 2:00
  in
• 2:00
  with
• 2:01
  various
• 2:01
  providers
• 2:02
  via
• 2:03
  very
• 2:03
  smart,
• 2:03
  controlled
• 2:04
  experiments,
• 2:05
  which
• 2:05
  it
• 2:05
  sounds
• 2:05
  like
• 2:05
  that's
• 2:06
  the
• 2:06
  approach
• 2:06
  they're
• 2:06
  taking
• 2:06
  with
• 2:07
  their
• 2:07
  own
• 2:07
  internal
• 2:07
  tool.
• 2:08
  So
• 2:08
  I
• 2:08
  don't
• 2:09
  understand
• 2:09
  why
• 2:09
  they're
• 2:09
  spending
• 2:10
  $40
• 2:10
  million
• 2:11
  because
• 2:11
  I
• 2:11
  think
• 2:11
  there's
• 2:12
  a
• 2:12
  lot
• 2:12
  of
• 2:12
  improvements
• 2:13
  that
• 2:13
  could
• 2:13
  be
• 2:14
  made
• 2:14
  with
• 2:14
  the
• 2:14
  range
• 2:14
  of
• 2:15
  software
• 2:15
  providers
• 2:16
  that
• 2:16
  we
• 2:16
  encounter
• 2:17
  every
• 2:17
  single
• 2:17
  day
• 2:18
  that
• 2:18
  wouldn't
• 2:18
  cost
• 2:19
  a
• 2:19
  fraction
• 2:20
  of
• 2:20
  that
• 2:20
  amount
• 2:20
  and
• 2:21
  still
• 2:21
  give
• 2:21
  you
• 2:21
  the
• 2:21
  same
• 2:21
  efficacy.
• 2:22
  So,
• 2:23
  so
• 2:23
  given
• 2:24
  how
• 2:24
  many
• 2:24
  competitors
• 2:24
  are
• 2:25
  coming
• 2:25
  into
• 2:25
  the
• 2:25
  fray
• 2:26
  and
• 2:26
  every
• 2:26
  single
• 2:26
  day
• 2:27
  in
• 2:27
  this
• 2:27
  space,
• 2:27
  who's
• 2:28
  to
• 2:28
  say
• 2:28
  there's
• 2:28
  not
• 2:29
  going
• 2:29
  to
• 2:29
  be
• 2:29
  a
• 2:29
  better
• 2:29
  way
• 2:29
  to
• 2:29
  do
• 2:30
  things
• 2:30
  in
• 2:30
  just
• 2:30
  six
• 2:31
  months,
• 2:31
  in
• 2:31
  time.
• 2:32
  So
• 2:32
  short
• 2:32
  term,
• 2:33
  I
• 2:33
  think
• 2:33
  it
• 2:33
  definitely
• 2:34
  galvanizes
• 2:34
  the
• 2:35
  CPG
• 2:35
  industry
• 2:36
  to
• 2:36
  think
• 2:36
  about
• 2:36
  AI
• 2:37
  differently.
• 2:37
  That's
• 2:38
  one
• 2:38
  important
• 2:38
  point
• 2:39
  of
• 2:39
  this
• 2:39
  headline.
• 2:40
  But
• 2:40
  long
• 2:40
  term,
• 2:41
  I
• 2:41
  do
• 2:41
  think
• 2:41
  it's
• 2:41
  the
• 2:42
  wrong
• 2:42
  approach.
• 2:43
  Yeah,
• 2:43
  I
• 2:44
  mean,
• 2:44
  I
• 2:44
  think
• 2:44
  that
• 2:44
  the
• 2:45
  other
• 2:45
  part
• 2:45
  of
• 2:45
  this
• 2:45
  is
• 2:46
  you're
• 2:46
  also,
• 2:47
  like,
• 2:48
  having
• 2:48
  the
• 2:48
  Mondelez
• 2:49
  team
• 2:50
  or
• 2:50
  the
• 2:50
  Accenture
• 2:51
  team
• 2:51
  together.
• 2:52
  Like,
• 2:52
  you're.
• 2:53
  You're
• 2:53
  expecting
• 2:54
  that
• 2:55
  generative
• 2:55
  AI
• 2:56
  is
• 2:56
  going
• 2:56
  to
• 2:56
  be
• 2:56
  top
• 2:56
  of
• 2:57
  mind
• 2:57
  for
• 2:57
  these
• 2:57
  teams,
• 2:58
  staying
• 2:58
  on
• 2:58
  top
• 2:58
  of
• 2:59
  trends
• 2:59
  where
• 2:59
  this
• 3:00
  technology
• 3:00
  is
• 3:00
  going.
• 3:01
  Like,
• 3:01
  I
• 3:01
  just,
• 3:01
  I
• 3:02
  don't
• 3:02
  think
• 3:02
  that's
• 3:03
  a
• 3:03
  tool
• 3:04
  that
• 3:04
  the
• 3:04
  CPGs
• 3:05
  have
• 3:06
  internally.
• 3:06
  They're
• 3:07
  always
• 3:07
  going
• 3:07
  to
• 3:07
  be
• 3:07
  driven
• 3:08
  by
• 3:08
  what
• 3:09
  the
• 3:09
  overarching
• 3:10
  objectives
• 3:11
  are
• 3:11
  for
• 3:12
  their
• 3:12
  brand
• 3:13
  and
• 3:13
  for
• 3:13
  their
• 3:13
  business,
• 3:14
  not
• 3:14
  focused
• 3:15
  on
• 3:15
  the
• 3:16
  development
• 3:16
  and
• 3:17
  staying
• 3:17
  up
• 3:17
  to
• 3:17
  date
• 3:17
  with
• 3:18
  what's
• 3:18
  happening
• 3:18
  with
• 3:18
  the
• 3:18
  technology.
• 3:20
  I
• 3:20
  just
• 3:20
  saw
• 3:20
  a
• 3:21
  demo
• 3:21
  from
• 3:21
  a
• 3:21
  company,
• 3:22
  Chris,
• 3:22
  this
• 3:22
  week
• 3:23
  called
• 3:23
  Genesis
• 3:23
  X.
• 3:24
  They
• 3:24
  showed
• 3:25
  me
• 3:25
  some
• 3:25
  of
• 3:25
  the
• 3:25
  AI
• 3:26
  demos
• 3:26
  that
• 3:26
  they're
• 3:27
  doing
• 3:27
  with
• 3:27
  their
• 3:27
  technology.
• 3:28
  And
• 3:28
  as
• 3:29
  a
• 3:29
  former
• 3:29
  producer
• 3:30
  of
• 3:30
  these
• 3:30
  commercials,
• 3:31
  I
• 3:32
  am
• 3:33
  astonished.
• 3:34
  Like,
• 3:34
  yeah,
• 3:35
  and
• 3:35
  they
• 3:35
  have
• 3:35
  humans
• 3:36
  in
• 3:36
  the.
• 3:36
  Like,
• 3:36
  they
• 3:37
  have
• 3:37
  humans
• 3:37
  in
• 3:37
  the.
• 3:38
  In
• 3:38
  their
• 3:38
  ads.
• 3:39
  They
• 3:39
  will
• 3:40
  at
• 3:40
  some
• 3:41
  point
• 3:41
  soon
• 3:41
  be
• 3:42
  able
• 3:42
  to,
• 3:42
  like,
• 3:42
  change
• 3:43
  the
• 3:43
  content
• 3:44
  of
• 3:44
  the
• 3:44
  ad
• 3:45
  in
• 3:45
  between.
• 3:45
  Like,
• 3:46
  Monday
• 3:46
  night
• 3:46
  to
• 3:47
  Thursday
• 3:47
  Night
• 3:47
  Football.
• 3:48
  Like,
• 3:48
  the.
• 3:48
  There
• 3:48
  is
• 3:48
  stuff
• 3:49
  happening
• 3:49
  in
• 3:49
  these
• 3:49
  things
• 3:50
  that
• 3:50
  I
• 3:50
  have
• 3:50
  seen
• 3:50
  with
• 3:50
  my
• 3:51
  own
• 3:51
  eyes
• 3:51
  that
• 3:51
  I'm
• 3:51
  just
• 3:52
  like,
• 3:52
  there
• 3:52
  is.
• 3:52
  And
• 3:53
  if
• 3:53
  you
• 3:53
  gave
• 3:53
  them
• 3:53
  $40
• 3:54
  million
• 3:55
  to
• 3:55
  work
• 3:55
  with,
• 3:56
  like,
• 3:56
  I
• 3:56
  can
• 3:57
  only
• 3:57
  imagine
• 3:57
  what
• 3:57
  they'd
• 3:58
  be
• 3:58
  able
• 3:58
  to
• 3:58
  create
• 3:58
  for
• 3:59
  the
• 3:59
  lifetime
• 4:00
  of
• 4:00
  your
• 4:00
  brand.
• 4:00
  Like,
• 4:01
  it
• 4:01
  just
• 4:01
  it
• 4:02
  doing
• 4:02
  this.
• 4:03
  And
• 4:03
  this
• 4:04
  is
• 4:04
  another
• 4:04
  scenario
• 4:05
  for
• 4:06
  a
• 4:06
  retailer
• 4:07
  or
• 4:07
  a
• 4:07
  brand
• 4:07
  to
• 4:07
  beware.
• 4:08
  This
• 4:09
  is
• 4:09
  a
• 4:09
  buy
• 4:10
  conversation.
• 4:11
  This
• 4:11
  is
• 4:11
  not
• 4:11
  a
• 4:11
  build
• 4:12
  conversation.
• 4:13
  This
• 4:13
  is
• 4:13
  where
• 4:13
  you
• 4:14
  go
• 4:14
  exactly
• 4:15
  what
• 4:15
  you
• 4:15
  were
• 4:15
  saying
• 4:15
  at
• 4:15
  this
• 4:16
  stage.
• 4:16
  You.
• 4:16
  You
• 4:16
  go
• 4:17
  to
• 4:17
  the
• 4:17
  experts
• 4:18
  who
• 4:18
  can
• 4:18
  do
• 4:18
  this
• 4:18
  and
• 4:19
  can
• 4:19
  stay
• 4:19
  on
• 4:19
  top
• 4:20
  of
• 4:20
  the
• 4:20
  trends
• 4:20
  in
• 4:20
  technology
• 4:22
  much
• 4:22
  better
• 4:22
  than
• 4:23
  your
• 4:23
  organization
• 4:24
  is
• 4:24
  going
• 4:24
  to
• 4:24
  be
• 4:25
  able
• 4:25
  to.
• 4:25
  So
• 4:26
  to
• 4:26
  answer
• 4:26
  A
• 4:26
  and
• 4:27
  M's
• 4:27
  question,
• 4:27
  I
• 4:27
  definitely
• 4:27
  see
• 4:28
  the
• 4:28
  financial
• 4:28
  use
• 4:28
  case
• 4:29
  for
• 4:29
  this
• 4:29
  technology,
• 4:30
  but
• 4:31
  this
• 4:31
  is
• 4:31
  100%
• 4:32
  a
• 4:32
  scenario
• 4:33
  where
• 4:33
  I
• 4:33
  would
• 4:33
  be
• 4:33
  going
• 4:34
  to
• 4:34
  the
• 4:34
  experts
• 4:34
  and
• 4:35
  not
• 4:35
  trying
• 4:35
  to
• 4:35
  build
• 4:36
  inside
• 4:36
  my
• 4:37
  own
• 4:37
  legacy
• 4:37
  organization.
• 4:38
  Yeah,
• 4:39
  that's
• 4:39
  well,
• 4:39
  very,
• 4:40
  very
• 4:40
  well
• 4:40
  said.
• 4:40
  And
• 4:41
  you
• 4:41
  understand
• 4:41
  that
• 4:41
  space
• 4:41
  much
• 4:42
  better
• 4:42
  than
• 4:42
  I
• 4:42
  do,
• 4:42
  so.