United KingdomConsumer goods2025 – ongoingReckitt Benckiser
Generative AI for marketing research and advertising adaptation
Reckitt reported at least a 60% marketing efficiency gain with an Azure OpenAI assistant
Problem
Reckitt's marketers needed to turn unstructured consumer research into campaign ideas. Adapting advertising for different markets also required substantial manual work.
Approach
Reckitt worked with Microsoft to build a Marketing Insights Generator using Azure OpenAI. It analyzed consumer information to support marketing ideas. Teams also used generative AI to adapt and localize advertising assets, with marketers reviewing the work.
Results
Takeaway
The reported efficiency gain covered marketing work; it did not establish an increase in campaign sales.
Categories
- Size
- Large enterprise
- Industry
- Consumer goods
- Business function
- Marketing and sales
- Innovation type
- Process innovation
- AI technology
- Generative AI
- Adoption
- Partner co-development
- Evidence
- Vendor case study
Sources
Source summaries
Microsoft described Reckitt's marketing assistant and its use of generative AI in advertising production. It reported faster marketing work and shorter asset adaptation times, based on Reckitt's experience.
Full details are in the original sources.