"This is more than a $3.5 billion business for us in terms of digital commerce. There's not too much question around 'will it happen?' The question just comes up of when it will happen."
"We actually had to fully take a different look at our brand.com experiences and make sure that they're optimized towards AI. This is not something we had previously done."
"If they can't crawl our site, nothing else matters."
Mondelez is responding to the shift towards agentic commerce, where AI influences product searches. The company realized that blocking AI bot crawlers limited its visibility, as Oreo was only mentioned in 10% of AI chatbot cookie recommendations. To address this, Mondelez unblocked necessary crawlers and revamped its digital strategy, focusing on optimizing brand experiences for AI. This included improving site maps, load times, and machine-readable content to enhance searchability and maintain competitiveness in the evolving digital landscape.
Read at Digiday
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