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Early findings showed that by using GenAI, teams can reduce concept development time by up to 60%, while significantly improving quality.
June 23, 2024
By: Lianna Albrizio
Associate Editor
As the 71st Cannes Lions International Festival of Creativity ends with GenAI dominating the agenda, Reckitt shared the results of innovative GenAI pilots that show how the technology is changing the face of marketing. Reckitt’s IT and digital team, in partnership with Boston Consulting Group, undertook a series of pilots across Gaviscon, Finish and the company’s overall marketing function, over a four-month period. The pilots illustrated the advantages of GenAI in enhancing insig...
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