Proctor and Gamble is using AI and algorithms to improve its advertising, according to brand chief Marc Pritchard.
Pritchard said the company uses AI to "do more work in-house productively."
He noted that the rise in AI is intersecting with a move towards using first-party data, and this has allowed the company to create more targeted ads and run them in more targeted channels.
- He acknowledged that P&G has lost its position as the world's largest advertiser but says this is because the company no longer focuses on volume when advertising.
- Pritchard believes that AI will allow for more precision in marketing and said this is the focus for P&G. He added they no longer want to spend more and more each year but to reset and focus on increasing the effectiveness of their advertising.
- P&G has significant first-party data collected by its brands, including Tide, Downy, Pampers, and more.
