Procter & Gamble: P&G uses an internal AI tool called the Great Idea Generator that takes consumer trend data, internal concept data, and external trend analysis as inputs and produces advertising and product concepts, reducing the time needed to develop a concept from weeks to minutes. P&G's CFO publicly described the tool at the CAGNY investor conference in February 2025. | AI Trace
Creative Generation
P&G uses an internal AI tool called the Great Idea Generator that takes consumer trend data, internal concept data, and external trend analysis as inputs and produces advertising and product concepts, reducing the time needed to develop a concept from weeks to minutes. P&G's CFO publicly described the tool at the CAGNY investor conference in February 2025.
Details
The Great Idea Generator ingests P&G's own historical concept data, consumer insights and comments, and external trends analysis to generate advertising concepts. CFO Andre Schulten stated at the February 2025 CAGNY conference that the tool is 'transforming the idea creation process by enabling concept development in minutes versus weeks' and is increasing the number of concepts created 'tenfold.' MIT Sloan Management Review confirmed the tool 'creates product and advertising concepts based on consumer trends and previous testing results' and 'can greatly accelerate the progress of a new idea, from concept to advertisement to shelf.'
