On January 29, 2025, Andersen, a large software development company with a global presence, released a full-fledged interview with Stanislav Rosenberg, Global Head of Data & Analytics at Mars, the multinational giant with $50 billion in annual revenue and world’s leading manufacturer of confectionery, pet food, and other food products and provider of animal care services. The interviewer from Andersen’s side was Valentin Kuzmenko, Chief Commercial Officer and Vice President of Sales.
The experts discussed the impact of AI on food manufacturing, including areas such as data analysis, new product innovation, marketing, sales, post-launch review, and more.
Rosenberg shared how the active implementation of AI end-to-end enhances the key areas of operation, from demand to supply, stating: “It’s one of our biggest bets in terms of how we evolve our company moving forward.” His corporation leverages AI for the digital twin type of work, to carry out product innovation, generate ideas for marketing, and automate campaigns, among other things.
The impact of AI on marketing and sales was among the main topics discussed. The experts agreed that human interaction is required when introducing AI into marketing and sales operations. Rosenberg commented: “Let’s say it’s an art and a science. And certainly, AI is coming into the picture, becoming more and more of a science, but you still need that bit of an art. So human interaction within the whole marketing experience and advertising is still needed; when you do something like AI-generated commercials, that just doesn’t work. And so, there is a bit of science—you need certain messages to come across, but the art is still there.”
The example given on AI for new product innovation was how Mars came up with their spicy chocolate bar for the Chinese market by analyzing data from Alibaba, a major marketplace where Mars’ products are sold. This data revealed that after consumers bought chocolate, a lot of them were buying something spicy. That gave the manufacturer an idea to combine those two, and of course, impacted marketing and sales tremendously by setting the trend for the entire industry.
Andersen, in its position as a prominent AI software developer, actively leverages this technology in marketing and sales. “AI tools are extremely helpful for improving the quality of our interactions with clients,” Mr. Kuzmenko explains. "AI-fueled software programs solicit customer feedback, generate automated messages, analyze the communication of specialists over the phone and in messaging apps, track compliance with scripts in real time, assess sentiment and evaluate client satisfaction levels, identify areas for improvements, provide recommendations, etc."
The interview also explored the perks of AI tools, from providing accurate information in no time to freeing up marketers and sales specialists for tackling creative tasks and focusing on strategy. “Digitalization improves the decision-making process, hopefully, and frees up time for people to concentrate on more that value-additive activity,” Rosenberg continued.
To get the most out of AI software development services, Kuzmenko, as an accomplished CCO with more than ten years of experience managing sales and marketing departments, recommends the following: "Never compromise on the responsible use of AI, opting for custom IT solutions over off-the-shelf ones, as the former are built on the latest technology, verified by proficient cybersecurity experts, and include support from the tech company. Additionally, plan for staff training on the use of AI when drawing up the company budget."
About Andersen
Headquartered in Warsaw, Andersen is an international software development company employing over 3,600 IT specialists with 15 development centres in the U.S., the UK, Europe, Asia, and the Middle East. Andersen provides a wide range of services—from custom software development and IT consulting to system auditing and customer support. The company has consistently achieved industry-leading rankings by prestigious B2B marketplaces, including among Clutch's top artificial intelligence companies and The Manifest's top 100 managed service providers. For more information, visit https://andersenlab.com.
