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     141  0 Kommentare RECKITT'S FIRST GENAI RESULTS DEMONSTRATE CHANGING FACE OF MARKETING DURING CANNES LIONS INTERNATIONAL FESTIVAL OF CREATIVITY

    • 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.

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    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."

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    RECKITT'S FIRST GENAI RESULTS DEMONSTRATE CHANGING FACE OF MARKETING DURING CANNES LIONS INTERNATIONAL FESTIVAL OF CREATIVITY 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 …

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