Hershey Bets on Agentic AI to Rethink $2B in Marketing Spend
Hershey is modernizing its marketing mix modeling by partnering with Mutinex and Tracer to incorporate agentic AI. This initiative aims to transform a traditionally slow process into a more efficient, real-time system for allocating media budgets. The move reflects a broader trend among CMOs to enhance media measurement and streamline marketing workflows using AI technology.
- ▪Hershey is revamping its marketing mix modeling with agentic AI to improve efficiency.
- ▪The company is collaborating with analytics platforms Mutinex and Tracer to automate the process.
- ▪This modernization allows for faster decision-making regarding media and trade spending.
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