FranceFood and restaurants2020 – ongoingPernod Ricard
Matrix marketing allocation
Pernod Ricard's Matrix reached 60% to 70% adoption
Problem
Managers resisted reallocating spending away from favored brands.
Approach
Matrix used AI to allocate budgets across brands and channels. Dedicated teams supported rollout.
Results
60% to 70%Matrix adoption by 2023
Takeaway
Marketing adoption remained below D-STAR's despite deployment support.
Categories
- Size
- Large enterprise
- Industry
- Food and restaurants
- Business function
- Marketing and sales
- Innovation type
- Process innovation
- AI technology
- Optimization
- Adoption
- Built in-house
- Evidence
- Company's own claim
Sources
Source summaries
[1]Harvard Business School21 Nov 2025
HBS described resistance to Matrix. It reported adoption after training and local support.
Full details are in the original sources.
Added 1 Nov 2026 · Updated 1 Nov 2026
