Reckitt isn’t immune to the hype around generative AI—but unlike many marketers jumping on the bandwagon, they’re running a tight ship focused on practical wins. With 95% of AI pilots reportedly failing (per MIT), the consumer goods brand structured its approach around one question: which repetitive tasks can actually benefit from AI without diving headfirst into full automation? That discipline has paid off. Reckitt’s AI-assisted tools for creative adaptations and automated brand reporting have already slashed brand performance monitoring time by up to 40%, all while keeping performance on par with human-only efforts.
Rather than treating pilots as temporary experiments, Reckitt calls them “proofs of value,” where AI augments—not replaces—human teams. Evaluations focus on time saved and improvements in day-to-day pain points, like automating artwork compliance checks or compiling brand performance reports. Importantly, every AI output remains subject to human approval, with a framework in place to catch hallucinations and ensure thoughtful deployment. Phase two of the rollout aims to bring these tools to markets globally beginning next year.
On the tech side, Reckitt takes a buffet approach, assembling off-the-shelf tools rather than building models from scratch. They steer AI through a layer powered by Databricks to retain flexibility and avoid lock-in. Despite this internal AI push, Reckitt hasn’t ditched agencies—they say it’s enhanced collaboration by clarifying where tech ends and creative strategy begins. As for fully replacing platform algorithms with in-house bidding tools? Don’t hold your breath. Reckitt’s betting on augmentation, not replacement.
Read more at Digiday.