Product descriptions:
Reckitt is a health and hygiene company dedicated to creating products that protect, heal and nurture a cleaner, healthier world. With a portfolio of much-loved consumer brands like Dettol, Lysol, Finish, Durex, Nurofen, Strepsils and Gaviscon, Reckitt operates in over 60 countries, serving millions of consumers. Operating across these diverse markets requires speed, efficiency in innovation and sustainable change while maintaining profitability.
As part of their broader transformation, Reckitt looked at how they could leverage technology such as GenAI to stay ahead of competition in a fast-moving consumer goods industry. By integrating AI-powered insights with data, Reckitt developed an innovative AI system. This system, powered by GenAI and built on Databricks Mosaic AI, enables marketing teams to gain faster, actionable insights, make better decisions and boost productivity.
Reckitt’s marketing teams have seen a 40% improvement in task execution and a 60% reduction in time required to develop campaign concepts. These gains empower Reckitt to deliver high-impact campaigns faster and more effectively.
Reckitt identified three critical areas for applying GenAI within their marketing organization: insights, creativity and effectiveness. Like many consumer packaged goods (CPG) companies, Reckitt’s marketing teams had long relied on fragmented systems and traditional workflows. “A lot of our processes were repetitive and managed in a manual way, with GenAI, we enable marketers to get faster to insights, discussion and decision making,” Bastien Parizot, SVP of Technology and Digital at Reckitt, shared. “Marketers could spend weeks combining data from multiple sources, even for routine tasks like media analysis or frequent brand performance reports. We needed a unified approach to regain efficiency and agility.”
Since it was difficult to access and analyze the right data efficiently, the lengthy process didn’t leave enough time to adapt to market changes and focus on innovation. Reckitt also required a unified platform to handle the complexities of structured and unstructured data - which are both critical for innovation — across multiple functions, all while ensuring scalability and governance.
Reckitt sought a technology partner that could seamlessly support both conventional AI and GenAI needs. Building on their existing use of Databricks for data warehousing and structured data, Reckitt extended the platform to power their GenAI ambitions. “It makes sense for us to have the same platform handle everything in the same lakehouse architecture,” Tewfik Bedreddine, Global VP of Data and Analytics at Reckitt, said. This unified approach provided the scalable backbone necessary to integrate insights, creativity and productivity solutions across Reckitt’s workflows.
Reimagining CPG marketing with Databricks Mosaic AI
The Databricks Data Intelligence Platform powers Reckitt’s data integration and AI capabilities by seamlessly integrating with their existing data platform to unify structured and unstructured data. This robust foundation empowers GenAI to deliver powerful tools that accelerate insights, enhance creative outputs and streamline go-to-market processes, driving efficiency and innovation across Reckitt’s marketing teams.
Leveraging the capabilities of Databricks Mosaic AI, Reckitt built an AI system that unifies vast amounts of consumer research, product reviews and social listening signals into a single, cohesive framework. Powered by Databricks’ robust data processing and machine learning capabilities, this AI system transforms fragmented information into actionable insights at unparalleled speed. “We wanted to harness GenAI to unlock the vast troves of data and knowledge we have at Reckitt and turn it into actionable insights for our teams,” Tewfik explained. With the Insight Engine, Reckitt’s marketing teams can now analyze data in days instead of weeks, enabling rapid responses to shifting consumer trends and market demands. This agility accelerates the development of data-driven marketing campaigns, giving Reckitt a distinct edge in the competitive CPG market.
Mosaic AI further revitalized Reckitt’s creativity, enabling the development of personalized, localized marketing assets and campaigns with greater speed and precision. By leveraging Databricks’ seamless data workflows and agentic AI systems, Reckitt’s marketing team can craft initiatives that resonate with diverse audiences worldwide. “GenAI allows us to shorten go-to-market timelines while achieving the personalization CPGs have long sought,” Bastien noted. This enhanced approach ensures that creative strategies are both data-driven and dynamic, empowering marketers to operate with agility by adapting campaigns quickly to the needs of their customers.
With the Databricks Data Intelligence Platform, Reckitt has streamlined critical processes such as brand performance analysis and media monitoring. Databricks plays a pivotal role in achieving their productivity use case, automating repetitive, time-consuming tasks with AI-driven workflows. This allows marketing teams to shift their focus from manual operations to strategic, high-impact activities, enabling faster decision-making and greater operational efficiency.
At the core of Reckitt’s GenAI architecture is Mosaic AI Model Serving, enabling real-time access to large language models (LLMs) for specific tasks across marketing. This flexibility allows Reckitt to deploy multiple LLMs, including OpenAI’s ChatGPT-4 and Google’s Gemini, tailored to address different business needs. Vector Search, a key element of retrieval augmented generation (RAG), enhances the Insight Engine by retrieving relevant information from structured and unstructured data sources. This ensures that marketers have accurate and contextually relevant insights at their fingertips, drawn from diverse datasets like consumer research reports, product reviews and social listening platforms.
Reckitt also employs Mosaic AI’s integrated governance features, including Mosaic AI Gateway, to ensure responsible AI usage across applications. “Governance is nonnegotiable for us,” Tewfik said. “By embedding guardrails directly into the platform, we can ensure AI outputs are reliable and safe while scaling rapidly across functions.”
Optimizing marketing workflows across creativity, insights and everyday tasks
With the implementation of Databricks Mosaic AI, Reckitt’s GenAI tools have streamlined operations, enhanced creativity and improved the agility of Reckitt’s marketing teams. Through Databricks, Reckitt has achieved a significant boost in productivity, enabling their marketing teams to focus on strategy and innovation rather than manual, time-consuming tasks.
One of the most notable outcomes is the 40% reduction in time spent on critical marketing tasks such as brand performance analysis and report generation. What previously took weeks to compile from fragmented data sources can now be accomplished in just days. “With GenAI tools powered by Databricks, our marketers now have everything they need in one place, turning weeks of manual work into moments of action,” Tewfik added. By using AI to automate workflows, Reckitt has significantly reduced campaign concept creation time by 40–60%. With the use of campaign generation tools, the team is able to deliver 60% faster concept development, as well as drive 30% faster ad adaptation and localization.
The success of Reckitt’s GenAI initiative in marketing has inspired plans to expand GenAI applications into other functions such as R&D. “This isn’t just about AI — it’s about transforming how we work. Databricks enables us to innovate faster, serve consumers better and stay competitive,” Bastien said.
As Reckitt scales their GenAI solutions, Databricks’ open, unified platform and agentic AI systems ensure flexibility for multicloud environments and seamless AI model integration.