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How Reckitt uses agentic AI for a bold global transformation

While most brands are still testing, Reckitt is scaling.

Their rollout of agentic AI goes beyond the theoretical. It’s transforming how marketing gets done, placing AI technology at the center of its strategy, operations and growth agenda.

They realized that isolated AI use cases weren’t enough to drive a strategic business shift. Instead, together, we created the Genesis Marketing Platform: an integrated suite of solutions that empower teams to orchestrate AI-augmented marketing workflows across the entire lifecycle.

To see the full story behind one of the biggest global rollouts of agentic AI, watch the demo by Empathy Lab and Reckitt at Advertising Week Europe.

“While most brands are still experimenting with pilot projects, Reckitt is leading the way with a full suite of AI-powered marketing agents already in action.

Built in partnership with Empathy Lab, the Genesis Marketing Platform includes 10 integrated tools, from brand strategy assistants to media planning and performance monitoring. It empowers over 700 Reckitt marketers to orchestrate an integrated suite of AI tools, driving efficiency, consistency and growth across global markets.”

David Billings

Chief Strategy Officer

“We want Reckitt to be sharper, simpler, more agile and more effective. For truly ambitious transformation, we empower our teams to orchestrate AI-augmented marketing workflows end-to-end.

The answer: our Genesis Marketing Platform. A single solution that integrates more than 10 AI tools within one enterprise-grade AI platform. Today Genesis helps our marketers to understand consumers better than ever, adapt the experiences they deliver and create next-level engagement – all underpinned by radical productivity gains.”

Sameer Amin

VP of Data Driven Marketing & Media, Reckitt

Our work

Bringing GenAI creativity to life with IAMS pet food

IAMS wanted to inspire pet adoption in a way people wouldn’t forget. So, collaborating closely with IAMS' creative agency, Adam&EveDDB, we helped build a GenAI video tool that transformed personal stories into emotionally charged movie trailers.

Innovation in marketing effectiveness measurement with Mars

As a CPG, how do you build a better link between your media investment and incremental in-store sales? That was the challenge Mars set out to solve.

We took fans inside the Mind of a BOSS, with Apple Vision Pro

Together with HUGO BOSS, we launched Step Inside the Mind of a Boss: an immersive, adrenaline-fuelled experience that takes motor racing fans beyond the grandstand and into the cockpit.

How Mars is using Synthetic Audiences to accelerate innovation

Together with Mars, we used AI-driven audiences to cut research costs, speed up innovation and democratize testing across global teams.

With Aston Martin, we revolutionised their ultra-luxury digital experience

Aston Martin aimed to create the world’s most luxurious customer experience to match. We helped make that happen by reimagining their digital ecosystem and expanding our partnership into a 360° collaboration.

Reinventing Joe & The Juice’s digital experience, from transactions to connections

Joe & The Juice, a modern juice bar and coffee shop, set its sights on growing from 300 to over 1,000 stores. Focused on building long-lasting, sustainable relationships with customers and maximizing store productivity.

With Trace, we rewarded the commitment of tennis fans globally

Sport only exists because of the fans. However, lovers of the game get little recognition for the time, energy and loyalty they pour into their passion. The Momentum collection changed that.

Blending AI + human wit to create a bolder brand world for one of Sweden’s biggest insurers

With the magic of generative AI, plus real-world humour and vision, we brought Dina Försäkringar brand to life. Giving it a memorable look and voice that truly connects with people.

We restyled loyalty with HUGO BOSS, on the blockchain

We are working with HUGO BOSS to completely redesign their loyalty program, globally. Built on the blockchain, our data-powered concept creates tailored rewards based on customer behavior, on and offline.

Using AI to match the right talent at Port of Antwerp-Bruges

Port of Antwerp-Bruges launched Havenjobs, a platform designed to consolidate all port-related job opportunities to address the challenges of filling vacancies.

With Linköping, AI plus human ingenuity is helping shape young futures

How do you get high school kids excited about vocational learning when the general consensus is that it’s ‘boring’ and limits their career choices? With GenAI, we helped Linköping municipality change the narrative.

With Vue we bring the big screen experience to everyday channels

With Vue we built a creative studio that produces blockbuster content and targeted campaigns to keep audiences connected beyond the big screen – every single day.

Working with WWF to reimagine the iconic Earth Hour

We created a new vision, brand and campaign for the world’s largest environmental movement inspiring and engaging people to pledge 410,000 hours of nature-positive activities to celebrate our planet.

A natural evolution for the expert in natural beauty & well-being

We helped Aroma-Zone grow its footprint across Europe with a slick new e-commerce platform that beautifully blends educational content and a joyful online shopping experience.

What we do

Marketing

Commerce

Loyalty