Emokpaire emphasizes AI’s role in driving marketing efficiency
By Felicia Nwosu
Morolake Emokpaire, Head of Marketing at Mondelez International for Nigeria and Ghana, has highlighted the transformative impact of artificial intelligence (AI) on marketing. Speaking on the themes “Tech Acceleration: Integrating AI Without Sacrificing Human Creativity” and “From Insights to Impact: The Future of Marketing” during the 2024 MARKETING EDGE Annual Summit and Brands & Marketing Awards of Excellence via Zoom, Emokpaire emphasized that AI acts as a marketing enabler rather than a replacement, underscoring its role in streamlining data analysis and automating processes.
Sharing insights from Mondelez’s two-year journey with AI in Nigeria, she 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, improving campaign performance metrics.
The brand-centric leader 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.
Emokpaire also stressed the importance of diversity in marketing, noting that with the use of generative AI, Mondelez has ensured positive representation of women and families in their campaigns, fostering inclusivity while preserving the brand’s identity.
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