Reduced global campaign creation timelines from months to days
Empowering 62,000+ associates with agentic capabilities
Governing agent deployment using Agent Registry and Observability
Building enterprise-grade agents in weeks
With Gemini Enterprise, Mars is automating core business processes, empowering associates to work faster and more creatively.
With Gemini Enterprise, Mars is automating core business processes, empowering associates to work faster and more creatively.
Architecting AI transformation at global scale
For more than 100 years, Mars, Inc. has been bringing millions of people and their pets some of the world’s best loved brands, including Royal Canin©, M&M'S®, and Ben's Original™.
As a $65 billion family-owned business with a global workforce of more than 170,000 associates, Mars recognized the incredible potential of AI for streamlining its global operations. However, deploying AI across its diverse portfolio—spanning petcare products, veterinary services, and quality snacking and food products—meant services needed to be both accessible to all and specialized enough to serve specific business units.
“You have to design your strategy based on your business and the operating model of your company,” explains Shubham Mehrish, Mars’ chief AI and technology officer. “We are highly federated and decentralized and our operating model is different.”
Mars also manages a vast ecosystem of disconnected data and legacy systems, hindering its ability to effectively use decades of valuable institutional knowledge. Compounding this complexity, many business processes remained fragmented and highly manual, making it difficult to move fast enough to meet evolving trends and consumer demand.
To overcome these challenges, Mars partnered with Google Cloud to adopt Gemini Enterprise as the primary AI operating system for its global workforce. This collaboration is establishing a strong foundation for integrating AI into the core of the business, responsibly and securely.
This is not a technology transformation—it’s a process transformation. With Google Cloud, we have a new way to create the world we want tomorrow and how we do our business today.
Shubham Mehrish
Chief AI and Technology Officer, Mars
“This is not a technology transformation—it’s a process transformation,” Mehrish says. “With Google Cloud, we have a new way to create the world we want tomorrow and how we do our business today.”
Scaling an agentic taskforce for growth
Critical to this shift was the migration of One Demand AI (ODAI) to Gemini Enterprise Agent Platform. Built in partnership with Google Cloud and Accenture, this agentic system acts as a unified “front door” for associates, providing access to agentic capabilities and specialized agents that automate complex, multi-step work processes.
Before AI, orchestrating this complicated workflow took us months to do. We’re talking weeks now. That’s the acceleration that Gemini Enterprise Agent Platform gives us. It's pretty dramatically changed our workflow and the pace of what we can produce and bring to market.
Shubham Mehrish
Chief AI and Technology Officer, Mars
Moving ODAI to Agent Platform is the first “spoke” in realizing Mars’ hub-and-spoke architecture, which allows different business functions to develop custom agents for their specific needs—whether in marketing, R&D, or finance—while maintaining centralized control.
With Agent Platform, Mars now has all the tools and infrastructure needed to build, scale, govern, and optimize fleets of agents, ensuring every agent meets its rigorous operational standards without compromising the freedom that has fueled its legendary creative spark. In addition, teams have access to over 200 enterprise-ready models in Model Garden, giving them the flexibility to choose the best model for their unique business needs.
This approach is already making an impact at Mars, particularly within brand campaign creation. Historically, Mars’ marketing and brand teams had to navigate a highly manual process that typically involved multiple external agencies and fragmented, email-heavy workflows. Associates can now use specialized brand intelligence and campaign brief agents that quickly synthesize market research and trends data into insights. The agents then automatically generate briefs, grounded in Mars’ brand guidelines before routing them for approvals.
“Before AI, orchestrating this complicated workflow took us months to do. We’re talking weeks now,” Mehrish notes. “That’s the acceleration that Gemini Enterprise Agent Platform gives us. It's pretty dramatically changed our workflow and the pace of what we can produce and bring to market.”
Beyond marketing, Mars is also launching new agents on ODAI to tackle other time-consuming and costly tasks. This includes an innovation agent for identifying popular flavor trends and an ecommerce agent that delivers personalized recommendations for demand, pricing, and optimized to help sales associates sell Mars’ products on online shopping platforms.
“With Agent Platform, our job becomes easier,” Mehrish says. “I don't need to outsource or hire extra help to actually build out the entire pipeline. Google takes care of that through the Agent Platform managed service. So, it’s going to be pretty transformative.”
Cultivating an AI-ready workforce
Together, ODAI and Gemini Enterprise are providing a blueprint for Mars’ broader vision: putting AI into the hands of every single Martian. Mars is pioneering a new model where AI acts as a collaborative partner for its workforce, starting with an initial rollout of the Gemini Enterprise app to 60,000 associates.
“The idea is to give every associate access to AI. I don’t think every associate will on their personal time learn about AI and come in AI-ready,” Mehrish states. “We have to deliver the tooling to get them there. Gemini Enterprise is a big part of that education.”
This next phase is helping Mars expand its hub-and-spoke architecture at scale. Gemini Enterprise brings the best of Google AI to every employee, for every workflow, providing a single, secure entry point for enterprise information and enabling associates to create their own personal AI agents within a secure, transparent framework.
“We want our associates to be able to build in many places, but still orchestrate all of that through a common agentic layer,” Mehrish explains. “This is not a Wild West AI rollout, and especially as people build their own personal agents, the fact that we can govern in one common control plane with Gemini Enterprise is what sealed the deal for us.”
In particular, Mehrish highlights Agent Platform’s Agent Registry and Agent Observability as critical for scaling and giving associates more confidence in AI. These features allow technology teams to track every tool built across the organization, such as factory diagnostic assistants for troubleshooting production lines or supply chain partners that find ingredient sourcing alternatives. This oversight ensures all tools are secure, compliant, and grounded in Mars’ core principles.
By removing the technical and security barriers to AI entry, Mars is opening new avenues for associates to move faster on what matters most: dreaming up new ideas, building brands people love, and getting products into customers' hands.
“The companies that are successful will be those that can automate end-to-end workflows [and] reimagine processes,” Mehrish says. “This change is about empowering our associates to deliver more and getting to that ultimate revenue growth.”
Mars, Inc. is a $65bn+ family-owned business, with a diverse and expanding portfolio of leading pet care products, veterinary services, quality snacking, and food products that delight millions of people and their pets every day.
Industry: Consumer packaged goods
Location: United States
Product: Gemini Enterprise
