Hershey Bets on Agentic AI to Rethink $2B in Marketing Spend
Summary
Adweek reports Hershey is revamping its marketing mix modeling with agentic AI by partnering with Mutinex and Tracer. The multi-agent system speeds MMM from quarterly cycles to monthly insights, aiming to improve the measurability and efficiency of roughly $2B in media and trade spend. Early signals suggest ROI from faster, more frequent measurement, though full-scale results remain to be seen.