Mars is giving all staff globally AI tools to “unlock decades of company knowledge” and help them work “more efficiently and creatively”.
The company has announced a major expansion of its partnership with Google Cloud, which will see all employees globally given access to Google’s AI assistant Gemini to handle “complex, multi-step tasks”.
“The magic of Mars is our brilliant associates, our iconic brands, and our ever-learning culture we operate in. This unified platform puts us in a great position to put business solutions at the core with technology as the enabler,” said Gülen Bengi, lead global chief marketing officer at Mars Incorporated and global chief growth officer at Mars Snacking.
The expanded partnership will see Mars “accelerating our growth pillars of innovation, brand building, and end-to-end sales execution” Bengi added.
Use of Gemini within the business has begun with Mars’ marketing, sales, and R&D teams, which are using AI agents to assist with tasks like generating creative briefs, and producing preliminary brand assets.
Mars said the use of AI will see teams “arrive at better ideas faster, providing their external agency partners with high-quality, data-driven foundations for global campaigns, as well as serving their customers and growing their categories”.
The AI partnership will give Mars employees a “single, secure entry point for information across Mars’ entire infrastructure” and bring together data that had previously been “trapped in data silos”.
“For example, a research scientist can now query decades of internal nutritional studies alongside real-time market data to identify emerging trends, turning months of manual research into a streamlined, collaborative process,” Google Cloud said.
Mars employees will also be able to create their own AI assistants tailored to their specific needs. Governance features within Gemini means “every tool built – from factory diagnostic assistants that help technicians troubleshoot production lines to supply chain partners that ingredient sourcing alternatives – is secure, compliant, and grounded in Mars’ core principles”, it added.
Karthik Narain, chief product and business officer at Google Cloud, said: “Mars is pioneering a model where AI acts as a collaborative partner to the workforce.
“Gemini Enterprise brings the best of Google to every employee, for every workflow. It provides Mars Associates with the digital tools they need to innovate while maintaining the company’s rigorous operational standards and legendary creative spark.”
Google launched its agentic AI for businesses offering Gemini Enterprise in October last year, explaining it “brings the best of Google AI to every employee through an intuitive chat interface that acts as a single front door for AI in the workplace”. Customers include Mercedes, Gap, Macquarie Bank and Gordon Food Service, one of North America’s largest privately held foodservice distributors.
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