- Pilots illustrate how GenAI can enhance both productivity
and growth, generating better outcomes in creativity and insights
in less time.
- Up to 60% faster concept development and 30% faster ad
adaptation and localisation.
CANNES, FRANCE, June 21, 2024 /PRNewswire/ -- As the
71st Cannes Lions International Festival of Creativity
comes to a close with GenAI dominating the agenda, Reckitt, the
company behind some of the world's most recognisable and trusted
consumer brands in hygiene and consumer health, shares the
results of innovative GenAI pilots that show how the technology is
changing the face of marketing.
Reckitt's IT and Digital (IT&D) team, in partnership with
Boston Consulting Group (BCG), undertook a series of pilots across
Gaviscon, Finish and the company's overall marketing function, over
a four-month period. The pilots illustrated the advantages of GenAI
in enhancing insights, creativity, and productivity and generating
better-quality outcomes, more consistently, in a significantly
shorter length of time. Speaking at the Festival last week,
Fabrice Beaulieu, Reckitt's Chief
Marketing, Sustainability and Corporate Affairs Officer (CMO),
talked about the potential opportunities for Consumer Packaged
Goods companies (CPGs) in harnessing GenAI, and the critical role
of change management and intentional leadership to help ensure the
opportunities translate into long-term growth.
Beaulieu said: "As expected, GenAI was the most
talked-about topic at Cannes -
from the formal Festival programme, to fringe events and
discussions with partners along the Croisette. As the festival
draws to a close, we are proud to share the results of these
pilots, as we move to scaling up."
Key takeaways from Reckitt's GenAI pilots
- GenAI is a game-changer for new product development, with its
ability to transform unstructured data into insightful new ideas
and marketable concepts. Early findings showed that by using GenAI,
teams can reduce concept development time by up to 60%, whilst
significantly improving quality.
- GenAI can stimulate creativity and produce advertising content
more efficiently. By using GenAI to adapt assets for full funnel
use and localise them between countries, Reckitt found an
approximate 30% reduction in the time needed to adapt and localise
ads, with increased consistency in asset quality.
- GenAI takes the drudgery out of repetitive tasks. Findings
showed that time spent on everyday tasks such as a post-campaign
media analysis, could be reduced by up to 90%, with the quality
improving two-fold.
Beaulieu continued: "These pilots give us clear insight and
understanding of where the immediate opportunities for GenAI lie,
which we are already acting upon."
"GenAI offers huge opportunities for growth, but only if
harnessed in the right way – by rethinking the way the entire
marketing community operates. Therefore, embracing GenAI
successfully will come down to successful change management and
intentional leadership."
"GenAI will transform our operations in a variety of ways, but
ultimately the end goal is to help us deliver long-term value for
the business and our stakeholders."
The pilots were conducted using a suite of tools that were
tailored to Reckitt's needs. These included custom-built GPTs
trained on Reckitt data and expertise, multi-modal GenAI tools for
content adaptation and localisation, and an interactive interface
to create, test, and refine new product concepts from consumer
insights data.
Cutting Scope 3 emissions targets
using AI and GenAI
Reckitt is also using AI and GenAI to help cut its Scope 3
emissions by 50% by 2030 (vs. 2015 base year) and achieve Net Zero
by 2040. The company has already surpassed its initial targets for
direct emissions and is now focusing on reducing Scope 3 emissions
(which represent on average 96% of a company's total emissions),
with its extensive network of suppliers.
Working with CO2 AI and Quantis, Reckitt collected over
300,000 data points to get more detailed insights into emissions
per product, using AI and GenAI to transform these into a faster
and more accurate carbon footprint, a process which previously
involved manual categorization which was both time-consuming and
less precise.
In just under four months, Reckitt obtained precise emissions
data for each of its 25,000 products, improving the accuracy of its
emissions footprint by 75 times — moving from 333 representative
products to 25,000. This data revealed new ways to reduce emissions
by 2030 which will significantly contribute towards Reckitt's Net
Zero target.
http://www.reckitt.com/thisisreckitt
About Reckitt:
Reckitt* exists to protect, heal and nurture in the pursuit of a
cleaner, healthier world. We believe that access to the
highest-quality hygiene, wellness and nourishment is a right, not a
privilege.
Reckitt is the company behind some of the world's most
recognisable and trusted consumer brands in hygiene, health and
nutrition, including Air Wick, Calgon, Cillit Bang, Clearasil,
Dettol, Durex, Enfamil, Finish, Gaviscon, Harpic, Lysol, Mortein,
Mucinex, Nurofen, Nutramigen, Strepsils, Vanish, Veet, Woolite and
more.
Every day, around 30 million Reckitt products are bought
globally. We always put consumers and people first, seek out new
opportunities, strive for excellence in all that we do and build
shared success with all our partners. We aim to do the right thing,
always.
We are a diverse global team of c. 40,000 colleagues. We draw on
our collective energy to meet our ambitions of purpose-led brands,
a healthier planet and a fairer society. Find out more, or
get in touch with us at www.reckitt.com
* Reckitt is the
trading name of the Reckitt Benckiser group of companies
|
CONTACT DETAILS: Poppy Butcher, PRMYAGENCY, Mob. +44 (0)
7956 169209, Email. poppy@prmyagency.com
Logo -
https://mma.prnewswire.com/media/2444202/Reckitt_RECKITT_S_FIRST_GENAI_RESULTS_DEMONSTRATE_CHANGING_FACE.jpg
View original
content:https://www.prnewswire.co.uk/news-releases/reckitts-first-genai-results-demonstrate-changing-face-of-marketing-during-cannes-lions-international-festival-of-creativity-302178569.html