How Oreo maker Mondelēz is rethinking snack marketing with AI

The technology, called AIDA, has cost the snacking giant more than $40 million so far, but the opportunity to produce ads faster and personalize them for consumers could pay off big later on.

What happened

Oreo cookie maker Mondelēz International created a new generative artificial intelligence tool to help it personalize its advertising for consumers while boosting engagement for many of its top brands.

The snacking giant behind Chips Ahoy!, Ritz and Perfect Bar started working on the generative AI tool known as AIDA (AI + Data) more than two years ago, and so far has spent upwards of $40 million on the technology. AIDA enables Mondelēz to create marketing content faster and at a lower cost, often giving it the opportunity to personalize the material for specific consumer groups.

Why it matters

But while the upfront cost is high now, Mondelēz expects the tool could cut the cost of creating marketing content by up to 50%. It could save the company even more in the long term if it is implemented into other parts of the food manufacturer’s business.

Mondelēz, which launched the nascent platform in July, is still learning where and how to best use the technology across its sprawling worldwide snacking portfolio. The tool is still being tailored to understand the intricacies that come with each brand and how to remain responsible in advertising by avoiding the promotion of unhealthy behaviors such as overindulgence.

Jennifer Mennes, vice president, global head of digital marketing and strategy with Mondelēz, and Tina Vaswani, the company’s vice president of digital enablement and consumer data, recently sat down with Food Dive to discuss AIDA and the role of artificial intelligence in food marketing.

This news brief is based on reporting published by Food Dive on 2025-12-03. The original report is linked below.