{"id":132698,"date":"2025-10-27T11:25:18","date_gmt":"2025-10-27T10:25:18","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=132698"},"modified":"2025-10-27T11:32:07","modified_gmt":"2025-10-27T10:32:07","slug":"mondelez-bespaart-fors-op-marketinguitgaven-dankzij-ai","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/mondelez-bespaart-fors-op-marketinguitgaven-dankzij-ai\/","title":{"rendered":"Mondelez bespaart fors op marketinguitgaven dankzij AI"},"content":{"rendered":"\n<p><strong>Mondelez<\/strong> gebruikt een generatieve AI-tool om de productiekosten van marketingcontent met 30% tot 50% terug te dringen. De eerste korte video&#8217;s verschijnen al op sociale media, televisiespots staan tegen eind volgend jaar op de planning. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Productpagina&#8217;s<\/h2>\n\n\n\n<p>De voedingsmultinational werkt sinds vorig jaar aan de generatieve AI-tool samen met Publicis Groupe en IT-dienstverlener Accenture. Volgens Jon Halvorson, wereldwijd senior vicepresident consumer experience bij Mondelez, moet de tool korte televisieadvertenties kunnen genereren die al tegen de feestdagen van volgend jaar klaar zijn voor uitzending, en mogelijk ook voor de Super Bowl van 2027. Dat verklaarde hij tegenover Reuters. <\/p>\n\n\n\n<p>Het bedrijf gebruikt de nieuwe tool nu al voor socialemediacontent over Chips Ahoy in de Verenigde Staten en Milka in Duitsland. Een video van acht seconden voor Milka bijvoorbeeld toont golven van chocolade die over een wafel lopen, met wisselende achtergronden afhankelijk van de beoogde doelgroep. In de Verenigde Staten zal Oreo de tool in november inzetten voor productpagina\u2019s bij <strong>Amazon<\/strong> en <strong>Walmart<\/strong>. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Investering van 40 miljoen<\/h2>\n\n\n\n<p>Mondelez investeert meer dan 40 miljoen Amerikaanse dollar (ongeveer 37 miljoen euro) in de ontwikkeling. Omdat de kosten voor animaties in de honderdduizenden kunnen lopen, levert de tool een forse besparing op.  Halvorson zegt dat de besparingen nog toenemen naarmate het systeem complexere video\u2019s kan maken.<\/p>\n\n\n\n<p>Ook concurrenten als <strong>Kraft Heinz <\/strong>en <strong>Coca-Cola<\/strong> experimenteren met AI in reclame, maar een televisiespot van Coca-Cola eind 2024 veroorzaakte controverse, omdat consumenten echte emotie misten. Mondelez verwerkt voorlopig geen menselijke gelijkenissen in door AI vervaardigde content, en medewerkers zullen altijd controleren wat de tool cre\u00ebert, om misstappen te voorkomen.<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mondelez gebruikt een generatieve AI-tool om de productiekosten van marketingcontent met 30% tot 50% terug te dringen. De eerste korte video&#8217;s verschijnen al op sociale media, televisiespots staan tegen eind volgend jaar op de planning. <\/p>\n","protected":false},"author":10,"featured_media":99308,"comment_status":"open","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],"tags":[1467],"people":[],"extra":[43],"company":[251],"topic":[488],"region":[],"class_list":["post-132698","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","tag-artificiele-intelligentie","extra-plus","company-mondelez","topic-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Mondelez bespaart fors op marketinguitgaven dankzij AI - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Mondelez 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