RECKITT'S FIRST GENAI RESULTS DEMONSTRATE CHANGING FACE OF MARKETING DURING CANNES LIONS INTERNATIONAL FESTIVAL OF CREATIVITY [Yahoo! Finance]
RECKITT BENCKISR GP S/ADR (RBGLY)
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Source: Yahoo! Finance
Up to 60% faster concept development and 30% faster ad adaptation and localisation. CANNES, FRANCE June 21, 2024 /PRNewswire/ - As the 71 st Cannes Lions International Festival of Creativity comes to a close with GenAI dominating the agenda, Reckitt, the company behind some of the world's most recognisable and trusted consumer brands in hygiene and consumer health, shares the results of innovative GenAI pilots that show how the technology is changing the face of marketing. Reckitt's IT and Digital (IT&D) team, in partnership with Boston Consulting Group (BCG), undertook a series of pilots across Gaviscon, Finish and the company's overall marketing function, over a four-month period. The pilots illustrated the advantages of GenAI in enhancing insights, creativity, and productivity and generating better-quality outcomes, more consistently, in a significantly shorter length of time. Speaking at the Festival last week, Fabrice Beaulieu , Reckitt's Chief Marketing, Sustainability and
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