CHICAGO, June
10, 2024 /PRNewswire/ -- How do you use Artificial
Intelligence (AI) in your day-to-day? Do you use it in your
personal or professional life? From personalized recommendations to
automated customer service, generative AI is not just a futuristic
concept but a present-day reality that is transforming companies
and the way we interact with them.
Google predicts that by 2030, 80% of marketing will rely on AI*.
This transformation is not just on the horizon; it is here.
Companies embracing AI today are setting the stage to outperform
their competitors. Surprisingly, less than 35% of businesses
currently use AI, with 80% of AI projects failing*. So why, when AI
holds so much promise, are so many companies failing to realize the
opportunity?
Throughout our journey at Kellanova, and previously Kellogg
Company, we have embedded some critical principles that have meant
our AI initiatives are starting to have a real business impact. It
is not AI we are competing with; it is other marketers using AI.
Some AI marketing tools are game changers, but our edge lies in how
we use these tools to differentiate ourselves and standout.
How we're differentiating ourselves in our AI marketing
strategy:
- Put people first in our AI journey. Consider how AI will
reshape our consumers' and shoppers' experiences and
expectations.
- AI is a tool, not a magic solution. Start with a clear problem
and specific business goals.
- Invest in capabilities as much as in technology. Develop the
skills within your team to leverage AI effectively.
We are seeing results and continuing to test and learn to
drive real business value:
- Forecasting growth and scenario simulation: We started
small with a simulation dashboard, empowering our teams to
experiment before scaling up to more sophisticated predictive
tools.
- Media optimization: Analyzing campaign data unearthed
insights traditional methods could not provide, leading to improved
return of investment (ROI) and tangible business value.
- Building addressable audiences: Merging data sets and
using advanced techniques identified receptive audiences and led to
custom, impactful messaging.
In today's fast-paced digital landscape, Kellanova is
experimenting and leaning into this spirit as we learn, mature and
embed capabilities. We are committed to being a data-driven
organization using advanced analytics to transform how we
understand consumers and shoppers. A few years ago, we saw AI's
potential to revolutionize our marketing to connect with
consumers.
Today, we stand on the cusp of a new era, where AI is not just a
tool but a strategic enabler in our quest to become the best
global snacking company. With AI, we are reimagining how we engage
our consumers delivering personalized experiences at scale and
delighting them at the speed of desire.
AI will continue reshaping marketing. By embracing these
principles and seeing AI as a strategic tool, we can continue to
drive toward our vision of being the world's best snacks-led
powerhouse.
There are many benefits of AI in marketing, but there are
throughout the business as well. Recently, our Chief Technology
Officer, Ramesh Kollepara, shared how we're leaping into the
future with AI as we continue to reimagine the way we do every
aspect of business. To learn more about our AI work at Kellanova,
read his post here.
*https://www.ibm.com/downloads/cas/GVAGA3JP#:~:text=%E2%80%93%20AI%20adoption%20and%20strategy:%2P0Today%2C%2035%,additional%2042%%20reported%20they%20are%20exploring%20AI
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SOURCE Kellanova