Emokpaire emphasises AI’s role in driving marketing efficiency
By Felicia Nwosu
Morolake Emokpaire, Head of Marketing at Mondelez International for Nigeria and Ghana, has emphasised the transformative impact of artificial intelligence (AI) on marketing.
This year’s MARKETING EDGE Summit is themed “Tech Acceleration: Integrating AI Without Sacrificing Human Creativity,” and From Insights To Impact: The Future of Marketing.”
Sharing insights from Mondelez’s two-year journey with AI in Nigeria, during the 2024 MARKETING EDGE Annual Summit and Brands & Marketing Awards of Excellence, via Zoom, she emphasized that AI acts as a marketing enabler rather than a replacement, highlighting its role in streamlining data analysis and automating processes. Her insights demonstrated how AI is reshaping marketing functions, from product design to consumer engagement, as Mondelez continues to innovate and future-proof its operations.
According to Emokpaire, these advancements allow marketers to extract deeper insights, develop more resonant campaigns, and maintain a human-centric approach. Citing Mondelez’s success, she noted that AI has significantly enhanced the precision and effectiveness of their creative executions, raising campaign performance metrics.
The brand-centric personality revealed that Mondelez has integrated AI across various areas, from product development and pricing strategies to sales operations. She explained how AI tools have optimized their media mix, improved price-point strategies, and boosted sales force efficiency through geo-targeting and real-time reporting.
The marketing amazon also stressed the importance of diversity in marketing, noting that using generative AI, Mondelez has ensured positive representation of women and families in their campaigns, fostering inclusivity while preserving brand identity.
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