Mars and Google Cloud deepen partnership to deploy Gemini Enterprise
In a move to unify its vast digital ecosystem, Mars Incorporated has designated Google Cloud’s Gemini Enterprise as its primary AI operating system.
The expansion of this long-standing partnership aims to equip Mars’ global workforce with advanced agentic AI capabilities, streamlining operations across its snacking, petcare, and food & nutrition segments.
As a global leader managing iconic brands like M&M’S, Royal Canin, and Ben’s Original, Mars faces the challenge of navigating massive data sets and legacy systems. By adopting Gemini Enterprise as a unified hub, the company intends to eliminate “AI fragmentation,” allowing its Associates to access institutional wisdom and bridge the gap between previously disconnected applications.
Unlocking “Mars IQ”
The integration serves as a foundational layer for Mars IQ, the company’s proprietary AI platform. According to Marina F. Bellini, global head of digital technologies at Mars, the move is designed to unlock associate potential while delivering sustainable business value.
“Our strategic partnership with Google Cloud builds on years of innovation and strengthens the modular architecture powering Mars IQ,” Bellini stated.
The initiative focuses on three core pillars of enterprise transformation:
- Growth orchestration: marketing, sales, and R&D teams are utilising Gemini as an orchestration platform. This “One Demand” model allows teams to generate creative briefs, produce preliminary brand assets, and accelerate R&D cycles, providing data-driven foundations for global campaigns.
- Unified enterprise search: Gemini Enterprise creates a secure, single entry point for information. This allows research scientists, for example, to query decades of internal nutritional studies alongside real-time market data, collapsing months of manual research into a single collaborative process.
- Secure agent consolidation: using low-code and no-code environments, Mars Associates can now build custom AI assistants. These range from factory diagnostic tools for technicians to supply chain agents that identify alternative ingredient sourcing, all while remaining grounded in Mars’ rigorous compliance and safety principles.
A culture of collaborative AI
The partnership reflects a shift toward a model where AI acts as a collaborative partner rather than just a tool. Karthik Narain, chief product and business officer at Google Cloud, noted that Gemini Enterprise is designed to bring Google’s best capabilities to every workflow while maintaining Mars’ “legendary creative spark.”
Gülen Bengi, lead global CMO at Mars, emphasised that the platform puts business solutions at the core with technology as the enabler. “We see incredible potential as we bring solutions like One Demand AI to Mars—accelerating our growth pillars of innovation, brand building, and end-to-end sales execution,” Bengi said.
The global rollout of Gemini Enterprise is scheduled to continue throughout 2026, marking a new chapter in the digital transformation of one of the world’s largest family-owned businesses.
