P&G on using AI to deliver ‘best possible value’ from ad spend
The FMCG giant claims it ads are being tested and optimised in days versus weeks – and at a tenth of the cost – thanks to AI.
Procter & Gamble’s (P&G) chief financial officer claims the company is using AI tools to “execute [its] advertising plans at the best possible value” and achieve its goal of delivering “superior communication”.
Addressing an audience of financial analysts at the Consumer Analyst Group of New York (CAGNY) conference today (20 February), finance chief Andre Schulten described “superior brand communication” as a crucial vector of the company’s strategy, explaining P&G is optimising spend in this area.
In particular, the FMCG giant is utilising AI to generate advertising ideas, test ads and automate media buying. P&G’s AI capabilities are increasing the speed and decreasing the cost at which it can test advertising, Schulten claimed.
