The Future of Marketing: AI-Driven Content Creation

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Where AI Works: Conversations at the Intersection of AI and Industry

The Wharton School

16 episodes

5 days ago

In a world of rapid change, staying competitive requires thoughtful transformation. Where AI Works tackles the big questions shaping AI’s role in business today, cutting through the hype to deliver actionable insights for leaders. Brought to you by the Wharton School, in collaboration with Accenture, this podcast combines cutting-edge research with real-world case studies to uncover how top companies are using AI to upskill workforces, enhance customer experiences, boost productivity, and streamline operations. By addressing the challenges of technological disruption and innovation head-on, each episode provides both the big picture context and practical strategies leaders need to drive transformation responsibly and effectively.

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The Future of Marketing: AI-Driven Content Creation

Where AI Works: Conversations at the Intersection of AI and Industry

25 minutes

6 months ago

The Future of Marketing: AI-Driven Content Creation

Media, entertainment, and advertising are among the industries expected to be most impacted by the rise of artificial intelligence. So what better way to kick off our series on the intersection of AI and business than by exploring the potential perks and pitfalls of AI in the world of marketing?

In this premiere episode of Where AI Works, host Kartik Hosanagar is joined by Jonathan Halvorson, the Global SVP of Consumer Experience at Mondelēz International, which owns some of the most recognizable brands in snacking, including Oreo, Nabisco, and Cadbury. Together, they discuss how AI is transforming marketing and brand strategy, and explore some of the most pressing issues for business leaders, like the role of humans in the loop, and fears that AI could lead to more generic content. You’ll also hear specific case studies and concrete advice to help your organization steer clear of what Jonathan calls that “sea of sameness.”

Episode Highlights:

7:40 - Kartik explains how AI isn’t just about reducing costs but can actually lead to more compelling ad content and better outcomes.

14:23 - Jonathan stresses the importance of clearly defining a brand’s identity before utilizing AI tools, including the product’s visual elements, purpose, and core messaging.

17:14 - Jonathan shares details on a hugely successful Mondelēz campaign in India in which AI was used to generate personalized birthday songs for consumers.