Lessons Learned from Kellanova’s AI-Driven Marketing Evolution

How Do You Use Artificial Intelligence (AI) in Your Day-to-Day Life?

From personalized recommendations to automated customer service, generative AI is no longer a futuristic concept but a present-day reality transforming how companies operate and interact with consumers.

Google predicts that by 2030, 80% of marketing will rely on AI. This transformation is not just on the horizon; it is happening now. Companies adopting AI today are setting the stage to outperform their competitors. However, despite AI’s immense promise, less than 35% of businesses currently use it, and 80% of AI projects fail. So, why do so many companies struggle to capitalize on AI’s potential?

At Kellanova, formerly Kellogg Company, we have integrated several key principles into our AI initiatives, resulting in significant business impacts. It’s not AI we’re competing with; it’s other marketers using AI. While some AI marketing tools are revolutionary, our competitive edge comes from how we use these tools to differentiate ourselves and stand out.

How We’re Differentiating Ourselves in Our AI Marketing Strategy:

  1. Put People First in Our AI Journey: Focus on how AI will reshape our consumers’ and shoppers’ experiences and expectations.
  2. AI as a Tool, Not a Magic Solution: Start with a clear problem and specific business goals.
  3. Invest in Capabilities as Much as in Technology: Develop the skills within your team to leverage AI effectively.

Results and Continuous Improvement:

  • Forecasting Growth and Scenario Simulation: We began with a simulation dashboard, allowing our teams to experiment before scaling up to more sophisticated predictive tools.
  • Media Optimization: Analyzing campaign data has revealed insights that traditional methods could not provide, leading to improved return on investment (ROI) and tangible business value.
  • Building Addressable Audiences: By merging data sets and using advanced techniques, we identified receptive audiences and crafted custom, impactful messaging.

In today’s fast-paced digital landscape, Kellanova is committed to experimenting and embracing this spirit of learning and maturity to embed AI capabilities. We are dedicated to being a data-driven organization, using advanced analytics to transform our understanding of consumers and shoppers. A few years ago, we recognized AI’s potential to revolutionize our marketing strategies and connect with consumers in innovative ways.S

Today, we are 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 consumer engagement by delivering personalized experiences at scale and delighting them at the speed of desire.

AI will continue reshaping marketing. By embracing these principles and viewing AI as a strategic tool, we can drive toward our vision of being the world’s best snacks-led powerhouse.

AI benefits extend beyond marketing to various business aspects. Recently, our Chief Technology Officer, Ramesh Kollepara, shared how we are leaping into the future with AI, reimagining every aspect of our business. To learn more about our AI work at Kellanova, stay tuned for more updates.

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