Shashank Kadetotad Is Quietly Rewiring Enterprise AI in Consumer Goods

Shashank Kadetotad is the Global Senior Director of Enterprise Data Science and AI Delivery at Mars, where he oversees the implementation of AI across the company's consumer goods operations. His work focuses on enterprise-scale AI solutions and responsible AI deployment practices within the CPG sector.

Enterprise AI Implementation at Scale

Under Kadetotad's leadership, Mars has developed internal AI capabilities that support various business functions, including analytics and decision-making processes. The company has publicly outlined its approach to AI governance and responsible deployment practices.

With his initiative, Mars has established a framework centered on responsible AI principles and maintains membership in the Responsible AI Institute, an organization dedicated to promoting ethical AI practices across various industries. The Responsible AI Institute announced Mars as a member, stating the partnership aims to advance trusted and scalable AI adoption.

These initiatives align with broader enterprise trends in AI adoption, where companies are integrating generative AI technologies into content creation, customer engagement, and operational workflows across various industries.

From Innovation to Industry Recognition

With Kadetotad's supervision, Mars has implemented AI-powered marketing campaigns that have gained industry recognition. The most notable example is the José Mourinho SNICKERS campaign, which utilized AI-generated content to create personalized messaging experiences.

According to Campaign Asia's reporting, the activation incorporated tools from ElevenLabs, Synclabs, and OpenAI GPT-4.0, and was integrated with WhatsApp through Meta's platform. The campaign demonstrated practical applications of generative AI in marketing and consumer engagement.

The campaign received industry recognition, winning two Grand Clio Sports awards according to coverage by Muse by Clio, which documented the execution partners and technical implementation. The campaign was also recognized by The One Club for Creativity.

Mars' approach reflects broader industry patterns of enterprise AI adoption. Companies are focusing on building sustainable AI capabilities while maintaining governance standards and enabling cross-functional applications. This approach aligns with documented trends in enterprise AI implementation across the consumer goods and retail sectors.