P&G prioritizes data, AI to tackle fragmented 'new media reality'

"Procter & Gamble is emphasizing its strengths in data and artificial intelligence as the packaged goods giant contends with a fragmented "new media reality," executives said on a call discussing earnings earlier this week. The owner of brands like Tide and Downy is working to redefine its brand-building framework to deliver more relevant marketing and better capitalize on emergent channels like retail media that are rewriting the CPG advertising playbook."

""Retailers are becoming media platforms and media platforms are becoming retailers. In summary, the consumer path to purchase is changing every day, is nonlinear and littered with millions of possible distractions," said P&G President and CEO Shailesh Jejurikar on the call with financial analysts. "We expect an even more intense pace of change in the next three to five years. We will adjust to and leap ahead of these disruptions to invent the CPG company of the future."

"The executive, who took over the top spot from Jon Moeller at the start of the year, underlined P&G's "enormous wealth of consumer data" as a competitive advantage. P&G's data touchpoints include some traditional methods, including product and shopper research, but also sources like social media posts and fan websites for particular brands. The CPG is mining those areas to inform product innovation and marketing campaigns, among other functions, according to Jejurikar."

Procter & Gamble is using data and artificial intelligence to reshape brand-building and marketing as the media landscape fragments. The company aims to deliver more relevant marketing and capitalize on emergent channels such as retail media. Retailers increasingly act as media platforms while media platforms act as retailers, making the consumer path to purchase nonlinear and filled with distractions. P&G cites an enormous wealth of consumer data from product and shopper research, social media posts and fan websites and is mining those touchpoints to inform product innovation and marketing campaigns. Generative AI helps discover consumer-relevant insights and activate them through claims, demonstrations and visuals that communicate brand performance and value.

Read at Marketing Dive