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P&G: Use Of AI For Ad Development, Targeting Provides ‘Fuel’ For Reinvestment – CFO

 
• By Eileen Francis

The Procter & Gamble Co.’s use of AI in advertising is yielding considerable savings every year that it is able to invest in reaching households currently underserved by its products, says CFO Andre Schulten.

AI Learning and Artificial Intelligence Concept. Business, modern technology, internet and networking concept.
• Source: Shutterstock

The Procter & Gamble Co. is effectively employing generative artificial intelligence (AI) in advertising to help develop and test-market campaigns and reach targeted consumers where they purchase products.

The marketer of Pantene and Head & Shoulders hair care, Olay skin care, Metamucil fiber products and Vicks cough and cold remedies, discussed its use of AI in marketing during...

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