How AI is helping Hershey this Halloween season

Hershey is leveraging AI to optimize its Halloween marketing strategy, aiming to address underserved markets. During Advertising Week New York, the brand revealed how it used AI-driven algorithms to shift media buys from oversaturated cities to places like Topeka, Kansas. Collaborating with Chalice Custom Algorithms, Hershey’s AI platform manages ad placement across Meta, YouTube, and The Trade Desk to increase efficiency amidst election-year competition.

A pilot with a major retailer last Halloween showed a 1.5% growth in sell-through, thanks to precise targeting. Hershey plans to extend these AI-driven tactics beyond Halloween, eyeing broader applications in daily operations.

Read more at Marketing Dive.