Solution
The Kraft Heinz Company built TasteMaker, a generative AI platform that accelerates product development and marketing content creation from 8 weeks to 8 hours. BigQuery consolidates proprietary brand intelligence including guidelines, product catalogs, photo libraries, and consumer research data. Gemini multimodal models ground content generation in this brand data, Imagen 4 creates text-to-image product visuals for consumer testing, and Veo 3 generates promotional videos. Marketing and R&D teams use TasteMaker's no-code interface to ideate product concepts, test packaging, and generate personalized promotional content tailored to brand voice, eliminating traditional procurement delays.
Data flow
Marketing prompt input → Gemini processes against BigQuery brand intelligence and consumer insights → Imagen 4 generates product images or Veo 3 generates videos → output reviewed and approved by marketer → content published to campaigns. R&D teams similarly input product concepts → Gemini suggests flavor/formulation variations → Imagen generates packaging visuals → consumer test routing.
Solution architecture
5 components · 3 layers - Compute
- Vertex AI Provides the machine learning platform infrastructure enabling model integration, semantic search, and custom model training for Kraft Heinz proprietary use cases.
- Gemini Multimodal generative AI model processing text/speech prompts into marketing copy, product concept ideas, and content optimization recommendations grounded in BigQuery brand data.
- Imagen 4 Generates photorealistic product images and packaging visuals from text prompts, enabling rapid iteration on product concepts for consumer testing.
- Storage
- BigQuery Stores consolidated brand intelligence including brand guidelines, product catalog, photo libraries, consumer insights, and formulation data for AI model grounding.
- Uncategorized
- Veo 3 Creates high-quality promotional video content from text descriptions or image inputs for marketing campaigns and social media.
- Brand intelligence (brand guidelines, product catalog, photo libraries, consumer insights, culinary data) consolidated in BigQuery
- Built in partnership with Google Cloud Partner Apply Digital on the existing Google Cloud environment
- Gemini grounded in proprietary data evaluates and optimizes content for target audiences
- Prompt-less, workflow-driven app suite designed for non-technical marketers
- Vertex AI orchestrates Gemini, Imagen and Veo for multimodal content generation
8 hours instead of 8 weeks for new product content development
TasteMaker is a secure, prompt-less, web-based AI platform that runs on Google Cloud
Today the team sees a 70% rate of adoption among product development and marketing users who are on the TasteMaker platform.
Today, TasteMaker is our AI platform for all of marketing and innovation at Kraft Heinz
Vertex AI integrates these models with Kraft Heinz's brand intelligence, a smorgasbord of proprietary data consolidated in BigQuery.
