How Kraft Heinz is Using AI

In the current digital era, brands are tasked with creating content for numerous platforms and channels that will effectively engage consumers and make them stand out. Although generative AI can help brands overcome the high costs associated with creating content, the sheer volume of content makes it even harder to capture consumers’ attention and drive engagement. Kraft Heinz, a worldwide food manufacturer, acknowledges these challenges and has turned to AI to make small enhancements in ad execution, reduce expenses, and increase viewer engagement.

Kraft Heinz’s head of data and analytics, Matt Cosad, recognizes the company’s significant content production demands. With almost 20,000 pieces of content produced annually by 50 individuals, managing this workload while maintaining quality can be overwhelming. Kraft Heinz utilizes a blend of in-house talent, external partners, and technology solutions to address this challenge. The company’s production studio works closely with chefs to guarantee excellent food styling and photography. However, generating content for various channels and an extensive product SKU range is a complex task.

Kraft Heinz has partnered with VidMob, an integrated platform that combines AI-powered creative analytics with a production workflow system, to tackle the challenges they’re facing. VidMob provides valuable insights into the tactical components of ads, including color palettes, the timing of talent appearances, and other details that affect performance. By leveraging these insights, Kraft Heinz can enhance their future content production and achieve better results.

Kraft Heinz reduced their cost per thousand impressions (CPMs) by 47% by analyzing six months’ worth of creative content in a single market and using the insights gained. In addition, they achieved a 5% increase in view-through rates before a World Cup campaign by testing specific ad components with AI. These results prove that AI is an effective tool for optimizing ad execution and enhancing campaign performance.

According to Cosad, generative AI has potential but cannot create what Kraft Heinz wants. As a result, the company is using AI tools to digitize packaging and integrate it into creative content and its existing assets. This approach saves costs by eliminating the need for travel, additional talent, and large production budgets.

As the amount of content increases and attention spans shorten, brands are searching for ways to stand out and improve their strategies. AI is becoming a key tool for achieving these goals, as seen with Kraft Heinz’s use of it to improve their content and engagement. However, it’s important to note that AI is not meant to replace human creativity but to enhance it by identifying small but impactful elements that can improve ad performance.

Cosad recognizes the significance of a strong analytics function to sustain creative functions in the future. It can be achieved by utilizing AI tools and analytics, allowing brands to consistently enhance their performance and adjust to the changing landscape of content production and marketing.

Conclusion

In conclusion, Kraft Heinz is using AI technology in partnership with companies like VidMob to keep up with the growing need for content. By analyzing and improving the execution of its creative content, Kraft Heinz is boosting engagement, lowering expenses, and achieving better outcomes. As AI advances, it will likely become an even more important tool for content creation, allowing brands to be more efficient and innovative.