Mars and Heineken find early AI benefits | WARC

Mars and Heineken discover early AI advantages

Generative AI

AI could in the future create a video advert from scratch and optimise it on the fly, however for now, world model entrepreneurs at Mars and Heineken are utilizing it for early-stage ideation and dashing up testing.

Why AI issues in promoting

AI is usually overhyped, so it’s vital that entrepreneurs stability future promise with present limitations. They can even have to stability AI-driven content material with human oversight.


  • At Heineken, AI is getting used to hurry insights technology as inputs for the inventive growth course of.
  • Comparatively easy functions, resembling making use of ‘match for platform’ guidelines to make sure a marketing campaign is appropriate for every platform, have generated extra effectiveness.
  • At Mars, AI is getting used to check inventive concepts and potential content material in opposition to what its years of neuroscience analysis suggests makes advert.
  • Mars believes the most important alternative of AI is velocity – serving to push out the amount of advert content material that’s wanted for a number of platforms and gadgets.


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