Hershey is using AI to strategize for s’mores season
The Hershey Company has started using new AI tools to maximize sales performance of s'mores ingredients in stores — including its own chocolates, as well as marshmallows and graham crackers.
The Hershey Company has adopted new artificial intelligence tools to boost sales of s'mores ingredients, including its own chocolates, marshmallows, and graham crackers. Stephanie Berman, vice president of retail at The Hershey Company, announced that the company's proprietary AI tool, developed in-house, utilizes computer vision and augmented reality to pinpoint optimal display locations for s'mores displays in stores and assess their performance based on consumer data.
Hershey has incorporated AI into its marketing-mix model this year, enabling real-time understanding of consumer behavior. According to Berman, the company's primary focus with AI has been on real-time data, closer consumer engagement, and collaboration with retailers to comprehend consumer behavior rapidly and meaningfully. Berman emphasized that AI facilitates faster decision-making and optimization both in-store and online. For further details, readers can continue the article on modernretail.co.
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