As a global leader in the consumer goods industry, Procter & Gamble (P&G) deeply understands that technological innovation is central to delivering sustained consumer value. In recent years, P&G has strategically integrated Artificial Intelligence (AI) and Generative AI (Gen AI) into its operational and innovation ecosystems, forming a company-wide AI strategy. This strategy is consumer-centric, efficiency-driven, and aims to transform the organization, processes, and culture at scale.
Strategic Vision: Consumer Delight as the Sole Objective
P&G Chairman and CEO Jon Moeller emphasizes that AI should serve the singular goal of generating delight for consumers, customers, employees, society, and shareholders—not technology for its own sake. Only technologies that accelerate and enhance this objective are worth adopting. This orientation ensures that all AI projects are tightly aligned with business outcomes, avoiding fragmented or siloed deployments.
Infrastructure: Building a Scalable Enterprise AI Factory
CIO Vittorio Cretella describes P&G’s internal generative AI tool, ChatPG (built on OpenAI API), which supports over 35 enterprise-wide use cases. Through its “AI Factory,” deployment efficiency has increased tenfold. This platform enables standardized deployment and iteration of AI models across regions and functions , embedding AI capabilities as strategic infrastructure in daily operations.
Core Use Cases
1. Supply Chain Forecasting and Optimization
In collaboration with phData and KNIME, P&G integrates complex and fragmented supply chain data (spanning 5,000+ products and 22,000 components) into a unified platform. This enables real-time risk prediction, inventory optimization, and demand forecasting. A manual verification process once involving over a dozen experts has been eliminated, cutting response times from two hours to near-instantaneous.
2. Consumer Behavior Insights and Product Development
Smart products like the Oral-B iO electric toothbrush collect actual usage data, which AI models use to uncover behavioral discrepancies (e.g., real brushing time averaging 47 seconds versus the reported two minutes). These insights inform R&D and formulation innovation, significantly improving product design and user experience.
3. Marketing and Media Content Testing
Generative AI enables rapid creative ideation and execution. Large-scale A/B testing shortens concept validation cycles from months to days, reducing costs. AI also automates media placement and audience segmentation, enhancing both precision and efficiency.
4. Intelligent Manufacturing and Real-Time Quality Control
Sensors and computer vision systems deployed across P&G facilities enable automated quality inspection and real-time alerts. This supports “hands-free” night shift production with zero manual supervision, reducing defects and ensuring consistent product quality.
Collective Intelligence: AI as a Teammate
Between May and July 2024, P&G collaborated with Harvard Business School’s Digital Data Design Institute and Wharton School to conduct a Gen AI experiment involving over 700 employees. Key findings include:
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Teams using Gen AI improved efficiency by ~12%;
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Individual AI users matched or outperformed full teams without AI;
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AI facilitated cross-functional integration and balanced solutions;
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Participants reported enhanced collaboration and positive engagement .
These results reinforce Professor Karim Lakhani’s “Cybernetic Teammate” concept, where AI transitions from tool to teammate.
Organizational Transformation: Talent and Cultural Integration
P&G promotes AI adoption beyond tools—embedding it into organizational culture. This includes mandatory training, signed AI use policies, and executive-level hands-on involvement. CIO Seth Cohen articulates a “30% technology, 70% organization” transformation formula, underscoring the primacy of culture and talent in sustainable change.
Sustaining Competitive AI Advantage
P&G’s AI strategy is defined by its system-level design, intentionality, scalability, and long-term sustainability. Through:
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Consumer-centric value orientation,
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Standardized, scalable AI infrastructure,
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End-to-end coverage from supply chain to marketing,
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Collaborative innovation between AI and employees,
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Organizational and cultural transformation,
P&G establishes a self-reinforcing loop of AI → Efficiency → Innovation. AI is no longer a technical pursuit—it is a foundational pillar of enduring corporate competitiveness.
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