05 Jan 2026

How Procter & Gamble Uses AI to Unlock New Insights From Data

Procter & Gamble (P&G), one of the world’s largest consumer goods companies, is leveraging artificial intelligence (AI) to transform its understanding of consumers and drive innovation. With billions of data points from sales, supply chains, and consumer interactions, P&G faced the challenge of turning raw data into actionable insights. 

By integrating advanced AI tools into its operations, P&G now identifies patterns and predicts trends faster than ever before. This approach enables the company to: 

  • Accelerate Innovation: AI helps P&G spot emerging consumer needs and develop products that resonate with changing preferences. 

  • Enhance Decision-Making: Data-driven insights allow teams to make smarter, faster decisions across marketing, product development, and supply chain management. 

  • Personalise Consumer Engagement: AI-powered analytics enable more targeted campaigns, improving customer experience and loyalty. 

P&G’s success story underscores a broader lesson: companies that harness AI effectively can unlock hidden value in their data and gain a competitive edge in today’s dynamic market. 

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