{"id":132707,"date":"2025-10-27T11:28:11","date_gmt":"2025-10-27T10:28:11","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=132707"},"modified":"2025-10-27T11:28:12","modified_gmt":"2025-10-27T10:28:12","slug":"mondelez-realise-dimportantes-economies-sur-ses-depenses-marketing-grace-a-lia","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/mondelez-realise-dimportantes-economies-sur-ses-depenses-marketing-grace-a-lia\/","title":{"rendered":"Mondelez r\u00e9alisera d&rsquo;importantes \u00e9conomies sur ses d\u00e9penses marketing gr\u00e2ce \u00e0 l&rsquo;IA"},"content":{"rendered":"\n<p><strong>Mondelez<\/strong> utilise un outil d&rsquo;IA g\u00e9n\u00e9rative pour r\u00e9duire les co\u00fbts de production de contenu marketing de 30 % \u00e0 50 %. Les premi\u00e8res vid\u00e9os courtes apparaissent d\u00e9j\u00e0 sur les r\u00e9seaux sociaux, et des spots t\u00e9l\u00e9vis\u00e9s sont pr\u00e9vus pour la fin de l&rsquo;ann\u00e9e prochaine. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Pages produits<\/h2>\n\n\n\n<p>Depuis l&rsquo;ann\u00e9e derni\u00e8re, la multinationale agroalimentaire travaille sur cet outil d&rsquo;IA g\u00e9n\u00e9rative en collaboration avec Publicis Groupe et le prestataire de services informatiques Accenture. Selon Jon Halvorson, vice-pr\u00e9sident senior mondial de l&rsquo;exp\u00e9rience client chez Mondelez, cet outil devrait permettre de g\u00e9n\u00e9rer des spots publicitaires courts qui seront pr\u00eats \u00e0 \u00eatre diffus\u00e9s d\u00e8s les f\u00eates de fin d&rsquo;ann\u00e9e prochaine, et peut-\u00eatre m\u00eame lors du Super Bowl de 2027. C&rsquo;est ce qu&rsquo;il a d\u00e9clar\u00e9 \u00e0 Reuters.<\/p>\n\n\n\n<p>L&rsquo;entreprise utilise d\u00e9j\u00e0 ce nouvel outil pour cr\u00e9er du contenu sur les r\u00e9seaux sociaux pour Chips Ahoy aux \u00c9tats-Unis et Milka en Allemagne. Une vid\u00e9o de huit secondes pour Milka, par exemple, montre des vagues de chocolat coulant sur une gaufrette, avec des arri\u00e8re-plans diff\u00e9rents en fonction du public cible. Aux \u00c9tats-Unis, Oreo utilisera cet outil en novembre pour les pages produits sur <strong>Amazon<\/strong> et <strong>Walmart<\/strong>. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Investissement de 40 millions<\/h2>\n\n\n\n<p>Mondelez investit plus de 40 millions de dollars am\u00e9ricains (environ 37 millions d&rsquo;euros) dans le d\u00e9veloppement. Comme le co\u00fbt des animations peut s&rsquo;\u00e9lever \u00e0 plusieurs centaines de milliers de dollars, cet outil permet de r\u00e9aliser d&rsquo;importantes \u00e9conomies.  Halvorson affirme que les \u00e9conomies augmenteront \u00e0 mesure que le syst\u00e8me sera capable de cr\u00e9er des vid\u00e9os plus complexes.<\/p>\n\n\n\n<p>Des concurrents tels que <strong>Kraft Heinz <\/strong>et <strong>Coca-Cola<\/strong> exp\u00e9rimentent \u00e9galement l&rsquo;IA dans la publicit\u00e9, mais un spot t\u00e9l\u00e9vis\u00e9 de Coca-Cola fin 2024 a suscit\u00e9 la controverse, car les consommateurs ont regrett\u00e9 l&rsquo;absence d&rsquo;\u00e9motions r\u00e9elles. Pour l&rsquo;instant, Mondelez n&rsquo;int\u00e8grera pas de ressemblances humaines dans le contenu g\u00e9n\u00e9r\u00e9 par l&rsquo;IA, et les employ\u00e9s v\u00e9rifieront toujours ce que l&rsquo;outil cr\u00e9e afin d&rsquo;\u00e9viter tout faux pas.<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mondelez utilise un outil d&rsquo;IA g\u00e9n\u00e9rative pour r\u00e9duire les co\u00fbts de production de contenu marketing de 30 % \u00e0 50 %. Les premi\u00e8res vid\u00e9os courtes apparaissent d\u00e9j\u00e0 sur les r\u00e9seaux sociaux, et des spots t\u00e9l\u00e9vis\u00e9s sont pr\u00e9vus pour la fin de l&rsquo;ann\u00e9e prochaine. <\/p>\n","protected":false},"author":10,"featured_media":132708,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18,24],"tags":[1467,1531],"people":[],"extra":[43],"company":[251],"topic":[488],"region":[],"class_list":{"0":"post-132707","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-food","9":"tag-artificiele-intelligentie","10":"tag-intelligence-artificielle","11":"extra-plus","12":"company-mondelez","13":"topic-marketing"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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