60 %

BOOST IN MARKETING EFFICIENCY AT RECKITT THANKS TO AI

4 %

PROPORTION OF COMPANIES TAKING A STRUCTURED APPROACH TO AI DEPLOYMENT

( BCG)

Reckitt’ s approach is deliberately focused. Rather than pursuing a broad sweep of simultaneous deployments, the organisation has adopted what Bastien calls a“ deep and narrow” strategy – going function by function and stress-testing each use case against criteria of feasibility, effectiveness and quality.

Scaling, he stresses, is ultimately a human challenge:“ It lands if it is useful and our teams are using it. So, we spend a lot of time ensuring those AI solutions are part of the day-to-day and not just a fancy technology that fades.

“ We’ re seeing strong traction and promising results and that gives us confidence as we continue our journey to transform how Reckitt operates with the help of AI.” aimagazine. com