Mondelez is aiming to cut the costs of marketing content production by 30% to 50% with the use of a new generative AI tool, reported Reuters.

“The packaged food manufacturer began developing the tool last year with IT firm Accenture and expects that it will be capable of making short TV ads that would be ready to air as soon as next year’s holiday season, and potentially for the 2027 Super Bowl,” said Jon Halvorson, Mondelez’s global senior vice president of consumer experience, wrote the outlet.

The company has reportedly invested more than $40 million in the tool and said that “savings would grow if the tool is able to make more elaborate videos.”

Mondelez said it is not yet putting human likenesses in its AI-created content. “It is using content generated by the new tool on social media for its Chips Ahoy cookies in the U.S. and Milka chocolate in Germany. An eight-second Milka video shows waves of chocolate rippling over a wafer, along with different backgrounds depending on which consumer Mondelez is targeting,” Reuters wrote.

The cost to do animations “is in the hundreds of thousands,” the company said. “This type of set-up is orders of magnitude smaller.”

In the U.S., Oreo will reportedly use the tool for product pages on Amazon and Walmart in November. Mondelez plans to use the tool in the coming months for Lacta chocolate and Oreo in Brazil, and Cadbury in the UK.

Tina Vaswani, vice president of digital enablement and data for the company, said humans will always check what the tool produces to avoid any mishaps.

At the 2025 NACS Show in Chicago, NACS Media noted that the tech landscape is changing. “[AI] will change our goals, our timeframes and more,” said Gray Taylor, executive director of Conexxus, in the Education Session “The NACS/Conexxus Technology Roadmap.”

What does the changing tech landscape mean for operators of different sizes? In particular, will AI-powered tech, as it becomes less expensive and more powerful, change the playing field for smaller operators?