How Reckitt is beating the AI odds with its approach to pilots

Enthusiasm for AI implementation among marketers remains high, despite worries there’s an economic bubble forming, or that, according to a widely cited MIT study, 95% of AI pilots fail. 

With that dubious success rate in mind, CPG advertiser Reckitt has taken a strict approach to its own generative AI marketing projects, piloting specific use cases designed to save its staffers time and stress before rolling them out to its 700-strong marketing organization.

The approach — which Bastien Parizot, Reckitt’s svp of IT and digital calls “functional reinvention” of the marketing workflow — has delivered, speeding up creative asset adaptation by 30%. In this conversation, Parizot walked Digiday through Reckitt’s pilot process, how he’s managed expectations from corporate leadership and whether it’s affected Reckitt’s agency ties.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.