Accelerating Product Development and Personalization with Generative AI on Mars
Mars Inc. has implemented a cutting-edge generative AI tool developed in-house that is revolutionizing the way they innovate and connect with consumers. This tool, known as “Brahma,” is capable of generating up to 50 product concepts a day by analyzing data from consumer insights studies conducted last year.
The company’s One Demand Data & Analytics team utilized data from studies involving 80,000 consumers and 100,000 consumption moments across 11 countries to create Brahma. This innovative tool has streamlined the product development process, with recent workshops in North America producing product innovation ideas at record speeds. Gulen Bengi, chief growth officer of Mars Snacking, highlighted how these ideas were shared with consumers within days, a process that previously would have taken months.
In addition to product development, Mars is leveraging generative AI to revolutionize its marketing strategies. By understanding the increasingly impulse-driven and nonlinear consumer journeys that occur online, Mars can optimize media assets and advertising spend to deliver more relevant content to shoppers. This personalized approach has led to a significant increase in click-through rates and sales lifts, outperforming traditional promotions by nearly 70%.
Bengi emphasized the importance of dynamic content optimization in meeting consumer expectations for personalized communication. The success of Mars’ AI-driven initiatives underscores the company’s commitment to innovation and enhancing consumer engagement in a rapidly evolving digital landscape.
