Company Prepares First Fully AI-Generated Ads for 2025 Holiday Season
Mondelez International, maker of Oreo, Milka, Cadbury, and Chips Ahoy, has invested over $40 million in a generative AI marketing tool developed in partnership with Accenture, aiming to reduce marketing content production costs by 30% to 50%, according to CNBC and Reuters.
Jon Halvorson, Mondelez’s Global VP for Consumer Experience, said the technology could produce the company’s first fully AI-generated TV ads during the 2025 holiday season, with some expected to air during the 2027 Super Bowl.
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“Cost savings will increase as the tool becomes capable of producing more complex video assets,” Halvorson said, emphasizing that Mondelez seeks efficiency without sacrificing creativity.
The tool is already in use for Chips Ahoy campaigns in the U.S. and Milka in Germany. One AI-created clip shows waves of chocolate flowing over a wafer, automatically adapting visuals for different audiences and markets. In November, the company will roll out the technology for Oreo product pages on Amazon and Walmart in the U.S., expanding later to Lacta and Cadbury campaigns.
Traditional animation costs can reach hundreds of thousands of dollars, but AI drastically reduces these expenses. While competitors like Coca-Cola and Kraft Heinz have experimented with AI-generated ads, audience reactions were mixed — Coca-Cola’s 2024 Christmas campaign, for example, was criticized as “soulless” and “artificial.”
Mondelez, in contrast, is avoiding AI-generated human faces and maintaining strict human oversight over all creative content.
Photo: Reuters
