From Snickers to Pedigree: How Mars Uses AI to Transform Brands

AI is everywhere right now, but how are the world’s biggest brands actually using it to create growth, innovation, and personalisation that truly matters?

In this episode of Marketing in the Madness, Katie Street sits down with Balki Subramanian, Chief Digital & Information Officer at Mars Food & Nutrition, to uncover how Mars is approaching AI across household brands like Ben’s Original, Dolmio, Seeds of Change, Snickers, and Pedigree.

Balki shares real examples of AI in action. From a José Mourinho Snickers campaign to Pedigree Adoptables, an award-winning AI project helping shelter dogs find forever homes. He also opens up about the frameworks Mars uses to make sure AI is ethical, responsible, and always tied to solving real business problems.

What you’ll learn in this episode:
- The difference between AI buzzwords (data science, automation, generative AI)
- How to build an AI strategy that delivers results (without chasing falling for shiny tools)
- Why responsible AI governance is critical for global brands
- The most innovative AI campaigns from Mars
- Practical advice for retail, CPG, and digital leaders starting their AI journey

If you’re interested in AI in retail, CPG marketing, or digital transformation, this episode is packed with insights you can apply in your business right now!

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Join us at ShopTalk Luxe in Abu Dhabi, 27–29 January 2026, to connect with global retail leaders that are breaking through the noise and explore the future of brand, creativity, and commerce.

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Balakrishnan Subramanian
https://www.linkedin.com/in/balakrishnancs/

Katie Street
https://www.linkedin.com/in/katiestreet/
https://www.instagram.com/streetmate/

Marketing in the Madness
https://www.linkedin.com/company/marketing-in-the-madness-podcast/
https://www.instagram.com/marketinginthemadness/