Mead Johnson’s Mom AI Intelligence Network: Transforming maternal insights in HK

Mead Johnson Hong Kong introduced the city’s pioneering Mom AI Intelligence Network, clinching MARKETING-INTERACTIVE's MARKies Gold for Best Use of Data/Insights in 2025. This innovative network reshapes the understanding of real mom needs, offering a fresh approach to deciphering maternal preferences and trends. 

Expectant and new mothers commonly seek advice on essential topics such as diaper brands, trusted doctors, and –most importantly for infant milk formula brands such as Mead Johnson – the golden question “Which formula should I choose?” Without a doubt, the most trusted source of information is other moms – what we call the “word of mouth”.  

Mom-to-mom recommendations shared across social media, discussion platforms, and WhatsApp groups hold unparalleled significance in the IMF market, often surpassing even Google search results in credibility and immediacy. While these platforms present a goldmine of consumer insights for IMF brands, the challenge lies in swiftly distilling and acting upon the myriad conversations to influence consumer perceptions effectively.  

Chloe Ko, Mead Johnson's marketing and acquisition director and co-head of Hong Kong and Taiwan, underscores the necessity of leveraging AI technology to decode and leverage this wealth of conversational data efficiently, thereby driving customer-centric strategies with precision and agility. 

She said, “Before 2022, accessing insights from maternal discussions was challenging. However, advancements in AI have enabled us to streamline analysis timelines and gain deeper insights into these conversations. This empowers us to possess invaluable firsthand data to shape our forthcoming strategies. That's what sparked our campaign idea.” 

In response to this need, Mead Johnson partnered with PHD Hong Kong to establish Hong Kong's inaugural Mom AI Intelligence Network, leveraging cutting-edge AI and big data analytics to analyse and distill conversations across various platforms such as WhatsApp, Instagram, Facebook, online forums in real time.  

This revolutionary approach enables the automatic identification of key trends using Generative AI into handy summaries and visualisations ensuring that the insights evolve as the tides of conversation evolve, facilitating prompt decision-making.  

Utilising the insights obtained, the Mom AI Intelligence Network dynamically reengages mothers through personalised messaging aligned with their discussions. For instance, if discussion around brain development spikes, the AI flags the trend, triggering tailored creatives and ad copy. This automated process executes over 200 optimisations daily, ensuring swift, pertinent and precise engagement with interested mothers effectively. 

As AI and technology continue to advance, Mead Johnson remains committed to enhancing its tools to better understand and support its audiences. The goal is to offer top-notch products and insights to mothers on their maternal journey, ensuring the optimal nourishment for their children’s bright beginnings in each evolving era. 

About Mead Johnson 

Established in 1905, Mead Johnson Nutrition has over a century of experience as a global leader in infant nutrition. With a presence in 50+ countries, it offers 70+ nutrition products. Renowned for quality and innovation, Mead Johnson is trusted by parents and nutritionists. In Hong Kong for over 50 years, the brand provides top-tier infant nutrition, parenting resources, and specialised formula milk, maintaining a strong industry presence and commitment to child wellbeing. 

This article is sponsored by Mead Johnson.