Consumer goods giant Reckitt has actioned a generative AI pilot to showcase to what extent the technology is changing the face of modern marketing.

Sharing the results of its pilot as this year’s Cannes Lions draws to a close, Reckitt has found that the use of Generative AI can help speed up concept development by up to 60% and drive a 30% increase in ad adaptation and localisation.

The British firm’s IT and digital team conducted a series of pilots across the Gaviscon, Finish and general marketing teams over a four-month spell, confirming that generative AI improved insights, creative and productivity, ultimately leading to better outcomes in shorter timelines.

Speaking at Cannes Lions, Reckitt’s chief marketing, sustainability and corporate affairs officer, Fabrice Beaulieu said: “These pilots give us clear insight and understanding of where the immediate opportunities for GenAI lie, which we are already acting upon.”

Subscribe to Marketing Beat for free

Sign up here to get the latest marketing campaigns sent straight to your inbox each morning

“GenAI offers huge opportunities for growth, but only if harnessed in the right way – by rethinking the way the entire marketing community operates. Therefore, embracing GenAI successfully will come down to successful change management and intentional leadership.”

He continued: “GenAI will transform our operations in a variety of ways, but ultimately the end goal is to help us deliver long-term value for the business and our stakeholders.”

The primary benefit to the technology however was found in reducing the drudgery of mundane tasks, which could be reduced by up to 90% with the quality of the work improved two-fold.