en.Wedoany.com Reported - Mondelēz Brasil announced the latest progress in its global digital transformation, implementing a collaboratively developed artificial intelligence tool named AIDA (AI + Data), aimed at scaling, personalizing, and improving the performance of marketing operations.

Co-created by the company and its partners, this tool will be integrated into the creative process, focusing on digital content optimization. It will assist in operational and production stages, enabling internal teams and agencies to dedicate more time and effort to strategic activities such as decision-making.

The technology will be integrated into two main areas: Brand Equity, aiding in creative concept and script development; and Digital Commerce, supporting performance-enhancing initiatives such as e-commerce content generation.

After approximately five years of development and testing in overseas markets including the United States and Germany, the project has entered Brazil for its second phase of implementation. Initial local applications involve brands such as Lacta and Oreo, as well as promotional campaigns during strategic periods like Easter.

This initiative highlights Brazil's strategic importance to the company. As Mondelēz's third-largest global market, Brazil has over 8,000 employees and operates factories in Curitiba and Pernambuco. Among them, the Tech Center Curitiba serves as a strategic innovation hub for the company worldwide.

AIDA also incorporates cultural references to generate content more aligned with Brazilian consumer behavior. The goal is to drive regionalized marketing campaigns, seasonal initiatives, and large-scale personalization.

Mondelēz International, owner of brands such as Lacta, Oreo, Trident, and BIS, has been continuously investing in technology and digital acceleration for years to meet the growing demand for personalized content closely connected to diverse consumption scenarios.

At the end of 2024, the company adopted an artificial intelligence (AI) tool to assist in adjusting classic snacks and accelerating recipe development. Developed in collaboration with software consulting firm Fourkind, this technology has been widely used in the U.S. for cookie and baked snack operations, responsible for launching Gluten Free Golden Oreo and updating the Chips Ahoy recipe. This strategy has helped drive the company's performance: net profit in the first quarter of 2026 reached $560 million, a year-over-year increase of 39.3%.

According to Carolina Crespo, Director of Media, Data, and Marketing Technology at Mondelēz Brazil, the integration of artificial intelligence helps transform data into marketing actions more agilely, precisely, and efficiently. Mondelēz stated that as new opportunities are identified, AIDA may be adapted for use in other areas of the company, gaining new business directions.

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