Mars, owner of brands like M&Ms and Dove, is planning for a future where artificial intelligence plays a larger role in grocery shopping, according to Digiday. Neil Reynolds, Mars’ global chief customer officer, said the company is working to ensure its products remain visible to both AI shopping assistants and consumers, as agentic commerce grows.
Mars is gathering data with tech partners to understand how its brands appear in large language models and digital platforms. The group is also forming cross-functional teams—combining brand managers, insights staff, and agency partners—to improve how products are presented and purchased in both digital and physical retail environments. Partnerships with agencies like Publicis are expanding to cover end-to-end commerce, aiming to create more personalised and immersive shopping experiences.
The company is also in talks with major retailers about “store of the future” projects, exploring new ways to engage shoppers and maintain impulse purchases as AI changes buying habits. For CMOs and brand leaders, the focus is shifting from traditional media to data-driven, tech-enabled strategies that address both algorithmic and in-store discoverability.
