How agentic AI will help Colgate-Palmolive in its pursuit of "perceivable superiority"...with human intelligence factored in

No false modesty then from Colgate-Palmolive’s Chief Growth Officer John Hazlin, speaking this week at the Morgan Stanley Global Consumer & Retail Conference. This confidence in the conglomerate’s own abilities is based at least in part on an investment and focus on data and digital analytics.

While there’s been some good progress in rolling out advanced analytic tools to drive revenue growth management, promotional efficiencies, and marketing mix modeling, the future lies in stitching all this capability more tightly in the form of cross-channel advanced analytics. Accoridng to Hazlin:

Some things that we see that are going to be a little bit more transformational. ODG (Omni Demand Generation) - we think that this changes the way that we work internally, changes the way we communicate with our consumers, changes the way we interact with customers.

Fundamentally, demand generation is at the heart of all this, he explains:

Demand ...