Procter & Gamble Co., the consumer-products behemoth behind Tide and Pampers, is wielding its vast data reserves and artificial-intelligence prowess to navigate a splintered media environment executives dub the ‘new media reality.’ During a fiscal second-quarter 2026 earnings call, President and Chief Executive Shailesh Jejurikar highlighted the blurring lines between retailers and media platforms, declaring, ‘Retailers are becoming media platforms and media platforms are becoming retailers. In summary, the consumer path to purchase is changing every day, is nonlinear and littered with millions of possible distractions.’ This shift demands sharper marketing precision, with P&G leaning on proprietary data from shopper research, social media, and fan sites to fuel innovation and campaigns. (Marketing Dive)

Jejurikar, who assumed the CEO role from Jon Moeller at the year’s start, positioned P&G’s ‘enormous wealth of consumer data’ as a decisive edge amid stagnant U.S. sales and a modest 1% rise in net sales to $22.2 billion for the quarter ended December 2025. The company maintained its full-year sales growth forecast of 1% to 5%, signaling confidence in data-driven adaptation. AI, particularly generative variants, empowers teams to unearth insights along the entire purchase journey, anchoring them in core brand propositions for deployment across TV, online video, social platforms, e-commerce, and stores. Jejurikar plans to elaborate on crafting the ‘CPG company of the future’ at the Consumer Analyst Group of New York conference in mid-February.

Fragmented Paths Demand Precision Strikes

P&G’s media strategy evolution underscores a pivot from volume to value. Chief Brand Officer Marc Pritchard, in a prior Association of National Advertisers keynote, explained how algorithms and AI have supplanted broad TV buys with targeted owned channels for Pampers, leveraging first-party data and research to segment audiences by baby development stages. This yielded 10% U.S. sales growth in 2022, alongside 17% higher media return on investment and 15% savings. An in-house AI studio, powered by a ‘neural data network’ from decades of testing, now iterates over 140 ads annually for platforms like TikTok and YouTube, slashing costs and timelines. (Marketing Dive)

Retail media networks, P&G’s fastest-growing ad allocation, amplify this edge via an ‘auto-bidder’ tool co-developed with retailers. This system grants direct access to search programs, auto-adjusting bids and content every 15 minutes to deliver fourfold returns on brand sales and expanded merchant baskets. Fabric care brands like Tide saw $65 million in savings from in-housed media planning last year, with algorithms optimizing ad placements across TV slots to boost reach by three points and project another $40 million in efficiencies. Pritchard emphasized outcome-focused partnerships: ‘Don’t talk about the algorithms, don’t talk about the technology, don’t talk about AI… Talk about the outcome you want.’ (Marketing Dive)

AI Factory Fuels Enterprise-Wide Scaling

At the core of P&G’s push lies its AI Factory, a proprietary platform streamlining machine learning deployment across 80% of global operations. Launched around 2021, it cuts model rollout time by six months, embedding analytical, generative, and agentic AI in marketing, supply chain, R&D, and sales. Vice President of Enterprise Data Science Jeff Goldman noted, ‘With AI, the nature of questions we can ask and the depth of answers we can provide have expanded dramatically.’ Chief Information Officer Vittorio Cretella added that it renders data scientists 10 times faster, powering end-to-end applications from product innovation to back-office tasks. (MIT Sloan Management Review; Consumer Goods Technology)

Consumer-facing wins abound. Pampers My Perfect Fit app, using AI questionnaires on baby metrics, nails diaper sizing at 90% accuracy to curb leaks, rolling out in the U.S., Canada, Europe, and Japan. In Brazil, analytical AI optimizes truck loads by shelf priority, trimming out-of-stocks 15%. Fragrance R&D accelerates fivefold via AI modeling consumer preferences from millions of data points. Tools like insightsPG enable conversational data queries, while chatPG and imagePG boost ad creation and analysis. Goldman stressed analytical AI’s dominance in supply chain and media, with agentic pilots underway. (MIT Sloan Management Review)

Cloud Alliances Sharpen Personalization

Strategic tech pacts amplify these capabilities. A Google Cloud collaboration migrates P&G’s consumer and media data to BigQuery for real-time 360-degree views, employing TensorFlow to fuse silos and personalize journeys. Cretella hailed it as key to ‘superior products and services… in a secure and transparent way.’ Multi-cloud flexibility ensures privacy amid regulatory scrutiny. Internally, four proprietary generative AI platforms drive efficiency, with upskilling reaching 4,000 executives via Harvard partnerships and Friends of Data Science certifications covering transformers and graph ML. (Consumer Goods Technology; MIT Sloan Management Review)

Financial Officer Andre Schulten reinforced brand fundamentals amid AI-driven shopping agents, asserting, ‘It all comes back to the underlying fundamentals. Do you understand the consumer?’ P&G’s first-quarter fiscal 2026 sales climbed 3% to $22.4 billion, crediting optimized ads tested in days at a tenth the cost. Experiments affirm AI’s teamwork boost: individuals with tools match pairs, while augmented teams excel. (Marketing Week)

Century-Old Analytics Evolves to Dominance

P&G’s data lineage traces to 1924, when economist Paul ‘Doc’ Smelser dissected Ivory soap usage, repositioning it from utility to personal care. Pioneering global data sharing and embedded analysts, the firm built Business Sphere for visualization. Today, this heritage confronts nonlinear paths, with AI bridging R&D-commercial silos and enabling ‘lights-out’ manufacturing pilots. Cretella poses impact litmus tests: ‘How much is your consumer reach going to increase thanks to an AI-driven marketing campaign?’ Projected savings fund further AI loops, fortifying P&G’s edge in a $1.1 billion annual ICT spend prioritizing cloud, IoT, and robotics.