Reckitt's chief marketing, sustainability, and corporate affairs officer Fabrice Beaulieau explains how generative AI, building on the tech's data insights foundation, will change marketing. He was interviewed at the Cannes Lions 2024 International Festival of Creativity.
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00:00We are going to be able to reinvent the way we work,
00:03becoming more efficient in where we spend our time.
00:11AI has been so helpful to help marketing demonstrate factually its value add to the business.
00:20First there was analytical AI and how machine learning has helped us get more precise in that space.
00:27The way we go about defining our biggest market opportunity is very data-driven today,
00:35and it's fuelled by algorithms.
00:37The way we use analytics to make budget decisions is also powered by machine learning.
00:44And it's very helpful to be able to tell an organisation,
00:48this is where the next dollar should go, and this is the proof from the software.
00:55Now generative AI is going to put all of that on steroids,
00:59because we are going to be able to reinvent the way we work,
01:04becoming more efficient in where we spend our time,
01:07and finding new opportunities for growth for our brand.