Abstract:

The Mars Wrigley human intelligence team is the face of agile innovation within their business, responsible for generating a pipeline of incremental snacking opportunity spaces, which they have built out to 2030. Zappi has been a partner to Mars since 2019, helping them to optimise and democratise insight generation across snacks, food, nutrition and pet care, including brands such as Snickers, M&M?s, Dove/Galaxy, Twix, Extra and Kind, among others. Mars was keen to explore the potential of AI, especially since Mars believes in progress over perfection, experimentation is encouraged and cross-functional innovation teams are rewarded for taking small risks. Small market tests take a fail-fast mindset especially where the opportunity is not ready to be scaled geographically. The human intelligence team were well-placed to be at the forefront of experimental AI because of both their data expertise, and their human empathy capabilities.