EventBusinessAI Agents
28 days ago
Hershey uses agentic AI to revamp $2B marketing spend
Hershey is working with Mutinex and Tracer to automate marketing mix modeling using Claude and Gemini, shifting from slow backward-looking analysis to nearly real-time decisions. The AI-powered system now supports monthly decisions across media and trade spend for brands like Reese's and Skinny Pop.