The Milka manufacturer Mondelez $MDLZ (+0,44 %) wants to use artificial intelligence (AI) to reduce the cost of creating advertising content by 30 to 50 percent. The food company developed the corresponding AI tool last year together with the advertising agency Publicis Groupe and the IT consultancy Accenture.
The new technology is already being used in social media in Germany for the chocolate brand Milka and in the USA for Chips Ahoy cookies. An eight-second Milka video shows chocolate waves spilling over a wafer, with the background varying depending on the target group.
Mondelez expects the tool to be able to create short television spots for next year's holiday season, and possibly for the 2027 Super Bowl. The cost of animation would be "in the hundreds of thousands," Halvorson said. "This type of production is orders of magnitude cheaper."
Competitors such as ketchup manufacturer Kraft Heinz $KHC (-0,15 %) and Coca-Cola $KO (+0,37 %) are also experimenting with AI for their advertising. Coca-Cola ran AI-generated Christmas ads in 2024, but their computer-generated characters were ridiculed by some consumers for their lack of emotion.
Source text (excerpt) & graphic: Handelsblatt, 25.10.25
