P&Gs Mark Pritchard on Harnessing AI and Retail Media for Effective Advertising Beet.TV [Video]

ORLANDO, Fl — Can artificial intelligence help sell diapers and toothpaste?

In 2024, AI’s application in ad agencies seemed to move from theory to practice.

In this video interview with Beet.TV, household-goods brand umbrella group Procter & Gamble’s Chief Brand Officer Mark Pritchard said the company is seeing real productivity boosts from AI in ads.

P&G has been using AI and machine learning for many years in areas like programmatic media buying.

The company also has an in-house tool called AI Studios, which uses decades of advertising testing data to predict the effectiveness of new ads.

“It’s remarkable because it allows us now to test ads in hours for thousands versus what used to be weeks and 30,000 to test one ad,” Pritchard said. “We can iterate far more quickly as a result of using that.”

Search is a major component of retail media, and P&G is increasingly using programmatic capabilities to retarget people and drive them to purchase.

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