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.