Productivity Automation

P&G deployed an automated media-buying tool co-developed with retail partners, referred to as an 'auto-bidder,' that connects directly to retailer search programs and automatically adjusts P&G's ad bids and creative content as frequently as every 15 minutes to optimize advertising performance. P&G's Chief Brand Officer Marc Pritchard publicly described the system at the ANA Media Conference in 2023.

Details

The auto-bidder uses P&G's first-party consumer data and proprietary 'Consumer 360' data platform to target specific consumer segments. The system autonomously places bids and adjusts content across retail media networks without requiring manual intervention for each placement cycle. P&G's CFO also confirmed in 2025 that P&G's 'AI studios use decades of P&G brand ad research data correlated to in-market sales results for fast cycle, iterative pre-market ad testing based on consumer reactions,' complementing the auto-bidder with AI-powered pre-launch ad scoring. The company has reported a fourfold higher return on brand sales from the auto-bidder system.

Products affected

Retail media auto-bidderAI studios ad testing

Sources & Evidence

News Article

P&G on using AI to deliver 'best possible value' from ad spend

Marketing Week·Feb 2025

https://www.marketingweek.com/pg-ai-best-possible-value-ad/

News Article

P&G's Pritchard says AI, algorithms are improving ad effectiveness

Marketing Dive·Feb 2023

https://www.marketingdive.com/news/pg-marc-pritchard-ai-algorithm-marketing-media-efficiency/642986/

Other practices by Procter & Gamble

Data AnalysisP&G uses an internal AI system called the Perfume Development Digital Suite to help its R&D scientists design new fragrances up to five times faster than was previously possible. The system analyzes millions of data points and builds predictive models of what scent profiles consumers will find appealing. P&G's Chief R&D Officer confirmed this practice on P&G's official blog in December 2024.Data AnalysisP&G uses an AI-powered analytics platform built with KNIME and partner phData that automatically integrates data from across its supply chain — covering 5,000 products and 22,000 components — to generate real-time demand forecasts and supply projections, replacing a process that previously required hundreds of hours of manual data work by experts from five divisions.ProductivityP&G deployed an internal suite of generative AI tools — chatPG, askPG, and imagePG — that employees use daily for tasks including drafting text, querying internal documents, and generating and analyzing images for advertising. The suite launched company-wide in late 2023 and had reached more than 30,000 users as of late 2024.

Have evidence about Procter & Gamble's AI practices? Submit a report.

Report a Sighting →