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.
This could also be of interest:
Research Papers
AI Power and Human Expertise
Catalogue: Congress 2024
Authors: Nic Umana, Meghan Reinhardt, Donovan Kennedy
Companies: Zappi, MARS, Mars Wrigley
January 1, 1970
Research Papers
The Human AI Symbiosis
Catalogue: Congress 2024
Authors: David Smith, Adam Riley
Companies: Decision Architects, DVL Smith Consulting
January 1, 1970
Research Papers
Gender, race and power in AI
Catalogue: Latin America 2020 - Insights Festival
Authors: Kristin Luck, Jessica Sage
Companies: ScaleHouse, Women in Research (WIRe)
October 19, 2020
