Note that some of their products have been enshitified so much that they can’t even legally be called chocolate in some jurisdictions. It’s cheap filler designed to simulate chocolate.

Agentic AI is not going to solve that.

She's right. Companies are too afraid to face the real data from their customers, so they need to hallucinate the data they wanted to imagine instead.

What AI actually does Mutinex has built what it describes as a “multi-agent system,” where each agent acts as a domain specialist. For example, one agent understands marketing econometrics, another understands competitive pricing theory, another diagnoses model failures.

By combining Tracer, which cleans and makes sense of Hershey’s data infrastructure, with Mutinex’s AI system, Hershey is now able run models in as little as three weeks.

In practice, that means faster iteration on how marketing spend is evaluated and adjusted, rather than waiting for lagging historical reads.

“Most companies don’t have an AI problem. They have a data readiness problem,” said Sarah Martinez, chief commercial officer, Tracer.

</article excerpt>

Instead of the headline, it sounds like they've hired an external company to clean up their ETL pipelines. That seems useful.

I'm going to doubt spooling up <massive LLM> with <appropriate system prompt> is going to be the thing that reduces their analysis time.

https://static-www.adweek.com/wp-content/uploads/2026/04/Her...

Irrespective of AI, it's astounding that companies have been throwing $2bn/yr at marketing, and their analytics data on that spend is delayed 6-18 months. That's nearly 15% of their annual revenues spent on guesswork. What's been going on over at Hersheys?