Reckitt Splashes into the Future of Marketing: GenAI Makes Waves at Cannes Lions

CANNES, FRANCE, June 21, /PRNewswire/ – Okay, picture this: the French Riviera, the sun’s shining, and the ad industry’s finest are sipping rosé, discussing the hottest new marketing trends at Cannes Lions. Now, toss some mind-blowing Generative AI into the mix, and you’ve got yourself Reckitt’s recipe for success. This global powerhouse, known for brands like Lysol and Finish, isn’t just dipping its toes into the GenAI pool – they’re doing a full-on cannonball into the deep end, and the results have been nothing short of splashtastic.

GenAI Pilots: Where Innovation Goes Swimmingly

Reckitt’s tech-savvy IT and Digital (IT&D) crew teamed up with the brainiacs at Boston Consulting Group (BCG) for a four-month deep dive into the world of GenAI. Their mission? To unlock the potential of brands like Gaviscon and Finish, and give their overall marketing strategy a serious power-up.

Think of it like a scientific experiment, but instead of beakers and test tubes, they had algorithms and data sets. They were on a quest to see how GenAI could supercharge three key areas:

• Insights: Because who doesn’t love digging deep and uncovering those juicy golden nuggets of consumer data? GenAI can sift through mountains of information faster than a caffeine-fueled intern, revealing hidden patterns and trends that would make even Sherlock Holmes jealous.
• Creativity: Say goodbye to writer’s block and hello to a never-ending fountain of fresh ideas! GenAI can whip up catchy slogans, write scripts that would make Spielberg proud, and even dream up entire marketing campaigns, all while you sip your espresso and contemplate the meaning of life.
• Productivity: Let’s be real, nobody got time for those tedious, repetitive tasks that suck the life out of your workday. GenAI is like that magical intern who actually does what they’re told, automating those soul-crushing tasks and freeing up your team to focus on the big-picture stuff.

Key Findings: GenAI Delivers Results That Don’t Lie

So, after four months of experimenting, coding, and probably a whole lotta coffee, did Reckitt manage to crack the GenAI code? In a word, YES! The results were so good; they practically speak for themselves:

• Accelerated Concept Development: Remember those brainstorming sessions that dragged on for hours, only to end with a handful of mediocre ideas? GenAI slashed concept development time by a whopping sixty percent, all while cranking up the quality dial to eleven. Talk about a win-win!
• Enhanced Ad Creation and Adaptation: Adapting ads for different languages and cultures can be a real headache, but GenAI swooped in like a knight in shining armor, reducing adaptation and localization time by thirty percent. No more awkward translations or culturally insensitive blunders – just smooth sailing and globally consistent campaigns.
• Automated Repetitive Tasks: Those mind-numbing tasks like post-campaign analysis? GenAI snatched them right off Reckitt’s to-do list, reducing time spent on these snooze-fests by a staggering ninety percent. And the best part? The quality of the analysis actually doubled! It’s like having a tireless, hyper-efficient marketing assistant who never complains or asks for a raise.

Reckitt Splashes into the Future of Marketing: GenAI Makes Waves at Cannes Lions

CANNES, FRANCE, June 21, /PRNewswire/ – Okay, picture this: the French Riviera, the sun’s shining, and the ad industry’s finest are sipping rosé, discussing the hottest new marketing trends at Cannes Lions. Now, toss some mind-blowing Generative AI into the mix, and you’ve got yourself Reckitt’s recipe for success. This global powerhouse, known for brands like Lysol and Finish, isn’t just dipping its toes into the GenAI pool – they’re doing a full-on cannonball into the deep end, and the results have been nothing short of splashtastic.

GenAI Pilots: Where Innovation Goes Swimmingly

Reckitt’s tech-savvy IT and Digital (IT&D) crew teamed up with the brainiacs at Boston Consulting Group (BCG) for a four-month deep dive into the world of GenAI. Their mission? To unlock the potential of brands like Gaviscon and Finish, and give their overall marketing strategy a serious power-up.

Think of it like a scientific experiment, but instead of beakers and test tubes, they had algorithms and data sets. They were on a quest to see how GenAI could supercharge three key areas:

• Insights: Because who doesn’t love digging deep and uncovering those juicy golden nuggets of consumer data? GenAI can sift through mountains of information faster than a caffeine-fueled intern, revealing hidden patterns and trends that would make even Sherlock Holmes jealous.
• Creativity: Say goodbye to writer’s block and hello to a never-ending fountain of fresh ideas! GenAI can whip up catchy slogans, write scripts that would make Spielberg proud, and even dream up entire marketing campaigns, all while you sip your espresso and contemplate the meaning of life.
• Productivity: Let’s be real, nobody got time for those tedious, repetitive tasks that suck the life out of your workday. GenAI is like that magical intern who actually does what they’re told, automating those soul-crushing tasks and freeing up your team to focus on the big-picture stuff.

Key Findings: GenAI Delivers Results That Don’t Lie

So, after four months of experimenting, coding, and probably a whole lotta coffee, did Reckitt manage to crack the GenAI code? In a word, YES! The results were so good; they practically speak for themselves:

• Accelerated Concept Development: Remember those brainstorming sessions that dragged on for hours, only to end with a handful of mediocre ideas? GenAI slashed concept development time by a whopping sixty percent, all while cranking up the quality dial to eleven. Talk about a win-win!
• Enhanced Ad Creation and Adaptation: Adapting ads for different languages and cultures can be a real headache, but GenAI swooped in like a knight in shining armor, reducing adaptation and localization time by thirty percent. No more awkward translations or culturally insensitive blunders – just smooth sailing and globally consistent campaigns.
• Automated Repetitive Tasks: Those mind-numbing tasks like post-campaign analysis? GenAI snatched them right off Reckitt’s to-do list, reducing time spent on these snooze-fests by a staggering ninety percent. And the best part? The quality of the analysis actually doubled! It’s like having a tireless, hyper-efficient marketing assistant who never complains or asks for a raise.

Leadership Perspective: Riding the GenAI Wave Like a Pro

Fabrice Beaulieu, Reckitt’s Chief Marketing, Sustainability and Corporate Affairs Officer (say that three times fast!), didn’t shy away from putting GenAI front and center at Cannes Lions. He’s convinced that this tech is about to shake things up big time for the consumer packaged goods (CPG) industry, and he’s got a point.

But hold your horses, cowboys! Beaulieu also stressed that successfully integrating GenAI into your marketing strategy isn’t as simple as flipping a switch. It’s about embracing a whole new way of thinking and working. Think of it like this:

• Reimagine Marketing Operations: Time to ditch those outdated processes and embrace the future! GenAI can handle a lot of the heavy lifting, but you need to restructure your operations to make the most of its superpowers.
• Embrace Change Management: Change can be scary, especially when it involves robots and algorithms. That’s why it’s crucial to have a solid change management strategy in place to help your team adapt and thrive in this brave new world of GenAI-powered marketing.
• Lead with Intention: Don’t just jump on the GenAI bandwagon because it’s trendy. You need leadership that truly understands the potential of this technology and is committed to driving its adoption across the organization.

GenAI Tools: Reckitt’s Secret Weapons for Marketing Domination

Reckitt didn’t just dabble in GenAI; they went all-in, building a custom toolkit that would make even Batman jealous. Here’s a peek inside their arsenal:

• Custom-Built GPTs: Forget off-the-shelf solutions! Reckitt trained their very own GPTs (Generative Pre-trained Transformers) on their unique data and brand expertise. It’s like having a team of AI marketing gurus who know their brands inside and out.
• Multi-Modal GenAI Tools: From adapting images to translating text, these multi-talented tools can handle all sorts of content adaptation and localization tasks with ease. Adios, language barriers!
• Interactive Concept Development Interfaces: Imagine a world where consumer insights are automatically transformed into creative concepts. That’s the power of Reckitt’s interactive interfaces – they turn data into marketing gold.

Beyond Marketing: GenAI Cleans Up for a Sustainable Future

Reckitt isn’t just about selling products; they’re on a mission to make the world a cleaner, healthier place. And guess what? GenAI is playing a starring role in their sustainability initiatives.

The company has set some ambitious goals, like slashing their Scope three emissions by fifty percent by and achieving net zero by . To achieve these lofty ambitions, they’ve teamed up with COAI and Quantis, using AI and GenAI to revolutionize their sustainability efforts.

Here’s how they’re using cutting-edge tech to make a real difference:

• Data Collection and Analysis: They’ve gathered a treasure trove of over , data points on product emissions, giving them a crystal-clear view of their environmental impact.
• Carbon Footprint Optimization: AI and GenAI swoop in to analyze this data, identifying areas where they can reduce their carbon footprint and become a more sustainable business.

The results have been impressive, to say the least:

• Precise Emissions Data: They now have accurate emissions data for , products, allowing them to track their progress and make informed decisions.
• Enhanced Accuracy: Thanks to AI and GenAI, the accuracy of their emissions footprint has skyrocketed by a factor of seventy-five. Talk about a game-changer!
• New Opportunities: By analyzing data, they’ve uncovered new and innovative ways to reduce emissions that they might have otherwise missed.

Reckitt: Making the World Cleaner, Healthier, and More Awesome

At the end of the day, Reckitt is all about using its superpowers for good. Their purpose? To protect, heal, and nurture, striving for a world where everyone has access to the best hygiene, wellness, and nourishment. With a diverse global team and a portfolio of brands that people know and love, Reckitt is proof that you can be successful while also making a positive impact on the world.

About Reckitt

Reckitt is a global consumer health and hygiene company with a portfolio of iconic brands, including Air Wick, Calgon, Cillit Bang, Clearasil, Dettol, Durex, Enfamil, Finish, Gaviscon, Harpic, Lysol, Mortein, Mucinex, Nurofen, Nutramigen, Strepsils, Vanish, Veet, and Woolite. The company is committed to purpose-led brands, a healthier planet, and a fairer society. For more information, visit www.reckitt.com.