Case Study: General Mills combats generative AI misinformation with Zefr

How General Mills Is Readying For Generative AI-Fueled Misinformation

General Mills, a major consumer goods company, faced the emerging challenge of protecting its brand from misinformation, a risk greatly accelerated by the proliferation of generative AI tools. To combat this, the company partnered with vendor Consumer Goods Technology and its martech provider Zefr to identify and block AI-fueled false content within its marketing campaigns on social platforms.

The implemented solution from Consumer Goods Technology and Zefr used a combination of AI and human fact-checking to score and monitor marketing posts for misinformation. This allowed General Mills to employ pre-bid blocking to avoid placing ads alongside harmful content before a campaign even launched. As a result, the company is ensuring its ad dollars are not funneled to bad actors and is building a framework to measure and block misinformation at scale across its full portfolio.

General Mills

Lisa Roebuck

Media Director