Consumer goods companies are increasingly harnessing artificial intelligence (AI) to enhance their marketing strategies, as demonstrated by recent advertisements from Coca-Cola and Svedka. Both brands employed AI to generate their holiday and Super Bowl commercials, reflecting a growing trend in the industry where AI is integrated into both creative and strategic marketing processes.
The rapid implementation of AI technologies is allowing marketers to produce content at an unprecedented pace. For instance, Mondelēz International, which previously required up to ten weeks to create a six- to eight-second social media video for its Chips Ahoy! character “Chip,” has streamlined the process. According to Jennifer Mennes, VP and global head of digital marketing and strategy at Mondelēz, AI can now generate a video in under five minutes, with the overall completion time reduced to just days following human reviews.
While high-profile advertising campaigns like Super Bowl commercials often garner the most attention, Mennes notes that the real opportunities for AI lie in the volume of content that can be produced efficiently. This includes generating text, headlines, social media posts, and lifestyle imagery. However, as companies boost output, there is a risk of compromising quality, leading to what Mennes refers to as “AI slop,” which could alienate consumers. Despite these concerns, the efficiency gains have proven beneficial, allowing marketing teams to save significant time.
AI’s role in marketing extends beyond content creation; it can also enhance idea generation and consumer testing. Johnny Rohrbach, founder of global partnerships and operations at Silverside AI, emphasizes the effectiveness of AI in exploring various creative directions. His lab collaborates with brands like Coca-Cola on holiday campaigns, leveraging AI to refine concepts before they are presented to real audiences.
Focus group testing is another area where AI is making strides. Sonja Evans, VP of business intelligence and strategy at Blue Chip Marketing Worldwide, explained that her agency partners with Waldo.fyi to create digital representations of target consumers based on demographics and purchase histories. This allows marketing teams to simulate consumer feedback on creative ideas, which Evans says often mirrors feedback from real consumers. The agency can also produce an animated mock-up of a campaign—termed a “boardomatic”—to test multiple versions before committing to full production, thereby minimizing costs and maximizing insights.
As consumer demand for content continues to rise, marketing budgets do not always escalate accordingly. Rohrbach highlights the capability of AI to fill this gap, empowering teams to increase output without additional funding. However, he cautions that brands must tread carefully, as poor-quality content can tarnish their reputation. Mennes reiterates this sentiment, stating that human oversight remains crucial in the process at Mondelēz, ensuring that no AI-generated content enters the market without thorough vetting.
Quality is particularly critical for food brands, where visual authenticity plays a significant role in consumer perception. Evans notes that consumers can quickly discern AI-generated images, and negative reactions to poorly executed campaigns can be swift. Brands that released AI-crafted Super Bowl advertisements faced backlash for perceived low quality or lack of inspiration. Despite criticism, Rohrbach reported that Coca-Cola’s holiday ad, while attracting mixed reviews, performed exceptionally well in testing, becoming the most discussed Christmas ad of 2025.
A recent study from Boston Consulting Group indicates that 70% of consumer packaged goods (CPG) marketing leaders anticipate generative AI will improve their operational speed, though only 13% have fully integrated the technology into their workflows. This gap suggests a maturity issue in the industry, with larger brands likely having the budgets for experimentation while mid-market companies face economic pressures that limit their focus on innovation.
Mennes observes a shift among major CPGs toward greater collaboration on AI-related challenges, including tackling issues of hallucinations and refining solutions. This newfound cooperation is seen as a positive development that could accelerate transformation across organizations. “It’s actually refreshing,” she remarked. “If we can help each other out on that, it just accelerates our ability to transform our organizations.”
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