FranceConsumer goods2023 – ongoingRémy Cointreau
Generative AI features in Synthesio social listening
Rémy Cointreau tested GPT-4 features in its social-listening tool for four months to find consumer pain points
Problem
Rémy Cointreau had used Synthesio, a social listening platform, for six years. Grouping and reading large volumes of consumer posts by hand was slow.
Approach
The company tested the generative AI features Synthesio added in September 2023. They run on GPT-4 and offer about ten preset buttons, such as brand drivers and brand barriers, instead of free prompts. The team used them to ask about pain points of cognac consumers. The data is limited to public, GDPR-compliant social data. A brand strategy specialist said human validation stays essential, because the AI can misread irony, slang and wordplay.
Results
No published figures
Takeaway
The team kept a human check on the output. The article reports no business result for Rémy Cointreau.
Categories
- Industry
- Consumer goods
- Business function
- Marketing and sales
- Innovation type
- Process innovation
- AI technology
- Generative AI
- Adoption
- Off-the-shelf tool or platform
- Evidence
- Company's own claim
Sources
Source summaries
The article describes Rémy Cointreau's four-month test of generative AI features in Synthesio, based on GPT-4. It covers the preset use cases, the data limits and the need for human validation. The only figure is an illustration of three person-days by hand against about thirty seconds on the tool. It reports no sales or performance result.
Full details are in the original sources.
