Mars aimed to reduce brand identity dilution at the digital purchasing touchpoint during the epidemic. The global collection of design executions resulted in an uneven experience for digital and e-commerce content. Mars collaborated with Vizit to employ their image analytics software, driven by artificial intelligence. According to Mars’ Roman Vorobiev, global director of design and artwork management, the new technology is intended to remove the prejudice that has previously accompanied the retail content process.
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Mars can detect a flaw in an existing image and predict how it would perform in a given store. The firm has discovered a link between image effectiveness and conversion. They discovered a link between the efficacy of the content and a difference in conversions of up to 30% for one set of SKUs on Amazon. For example, luxury cat food manufacturer Sheba has been emphasising the dining experience in a way reminiscent of a high-end restaurant. However, after scanning the photographs using the technology, they determined that including a cat in the frame would be more beneficial.
