ARTIFICIAL INTELLIGENCE
Putting people at the centre
Nestlé views AI as an enabler for its people. It is just one tool in a toolbox that is informed by the unique perspectives and experiences of team members. “As with any technology, we put our people at the centre of how we deploy it across our business,” said Veeral. The organisation launched NesGPT, an internal version of ChatGPT to equip employees with a tool to support productivity and decision-making in a secure, private environment. “We have provided training across our organisation to educate teams on how NesGPT can boost efficiency and help us work smarter, and it’s been incredible to see how our employees are leveraging the platform to support work across different functions like sales, product innovation, marketing and legal,” continued Veeral. “One of our most exciting Generative AI projects is a new proprietary tool that is being used as part of the end-to-end product innovation process. The technology is anchored to consumer insights and plays a crucial role at the front-end of the process, helping teams generate and test product ideas in a faster and more efficient way,” said Veeral. The tool
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Businesses that ignore AI could see their competitors race ahead as they adopt AI to reshape their organisations.
presents a range of concepts in a little over a minute, taking in inputs from more than 20 Nestlé USA brands and analysing real-time market trends to suggest creative product concepts that teams can then go on to explore and test. “We’ve already trained about 100 team members who make up Nestlé’s innovation community on how to use the tool within the innovation process and develop starter concepts by responding to just a few simple prompts.”
Marketing
AI is also driving many leading confectionery brands’ personalised marketing and interactive campaigns, with generative AI offering brands more opportunities to engage with shoppers and immerse them in their confectionery worlds.
Using generative AI for interactive Kennedy’s Confection December/January 2024/25
campaigns allows brands to maximise creativity and connect with consumers in novel ways. For example, Starburst’s ‘Different Every Time’ campaign used generative AI to show consumers the 479 million ways to enjoy a 12-pack of original Starburst and Hershey’s custom AI campaign for Halloween combined sales data with increased advertising spending, which resulted in a boost in sales in targeted regions of 90%.
Improving productivity and quality Integrating AI into existing processes and systems in confectionery manufacturing can enhance productivity, improve product quality, and optimise supply chain management. On the factory floor it can be applied in a wide range of applications, including predictive maintenance and quality control.
KennedysConfection.com
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