How Kind snack bars is using AI to curb creative, marketing costs at business ‘inflection point’

Kind snack bars is hedging its bets on using generative AI tools, like synthetic audiences and AI agents, to turn its business around. This year has been “an inflection point” for the Mars-owned snack brand, as Osher Hoberman, CMO at Kind North America, puts it. 

Kind has been struggling to capture Gen Z’s attention and faces stiff competition from private label brands, Hoberman said. That pressure over the past year has pushed the snack brand to adopt generative AI to curb marketing costs and expedite the creative process.

Creative testing and learning used to take anywhere from three to four months, and $10 million in marketing spend, Hoberman said. With AI, that turnaround time has shrunk to a week or matter of days, he said.

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