Hershey Bets on Agentic AI to Rethink $2B in Marketing Spend

Hershey is modernizing marketing mix modeling—a traditional tool for measuring how marketing spending drives sales—by using agentic AI platforms Mutinex and Tracer to automate the process and enable real-time decision-making across its $2 billion marketing budget. The new system, powered by Claude and Gemini AI models, allows Hershey to conduct monthly analyses instead of the historically slower, backward-looking approach, helping optimize spending decisions for media and trade investments.