Kraft Heinz Co. will use Google LLC’s cloud platform and advertising technology to improve the efficiency of its business operations, the companies announced today.

The initiative is described as a multiyear strategic partnership. 

Kraft Heinz is one of the largest food and beverage companies in the world, with net sales that reached about $26 billion last year. In an effort to speed up revenue growth, the firm is rolling out new technologies such as artificial intelligence software across its business operations. Google is set to play a key role in that effort through the newly announced strategic partnership.

The companies’ collaboration will span several areas. One focus of the initiative is helping Kraft Heinz “personalize consumer experiences” to better address buyer preferences. As part of the effort, Kraft Heinz is setting up a customer data platform on Google Cloud.

A customer data platform is a software system that a company uses to analyze consumer behavior and find opportunities to increase sales. Kraft Heinz’s system will be powered by Google Cloud’s BigQuery managed data warehouse. BigQuery enables companies to collect multiple types of business data, such as purchase logs and inventory product information, in one place, then extract insights using the popular SQL query syntax.  

“Our partnership with Google is a critical element of our ongoing transformation and reflects the deeper focus we’re bringing to understanding and reaching our consumers in the moment,” said Sanjiv Gajiwala, chief growth officer of Kraft Heinz’s North America business.

Machine learning is another important component of Kraft Heinz’ digital transformation effort. According to the company, it will use the AI services in Google Cloud to help it develop new products and flavors. Kraft Heinz also hopes to use Google’s AI technology to find ways of reducing the amount of time required to bring a new product to market, which would enable the packaged foods giant to react more quickly to changes in customer demand.

“Google Cloud’s expertise in artificial intelligence and machine learning helps brands leverage predictive analytics and data-driven insights to make better decisions in a matter of seconds, driving creative and media effectiveness,” said Giusy Buonfantino, vice president of consumer packaged goods at Google Cloud. 

The third major element of the partnership focuses on online marketing. Google will help Kraft Heinz make its digital marketing efforts more efficient, the companies said today. Kraft Heinz already uses a number of Google services as part of its marketing operations, including Google Ads, which the company says has helped it increase the cost efficiency of its advertising efforts over the past year. 

Image: Google