How P&G's new CEO is looking to data and AI to "invent the CPG company of the future"

The new CEO of Procter & Gamble (P&G) wants to build on the CPG behemoth’s strengths in data and Artificial Intelligence (AI) in order to cope with a fragmented “new media reality”.

Shailesh Jejurikar took over as CEO at the start of this month after previously being Chief Operating Officer for P&G. He’s now setting out his stall for how the conglomerate that owns the likes of Ariel, Bounty, Crest, Fairy, Febreze, Gillette, Head & Shoulders, Olay, Oral-B, and Pampers, will compete in the current climate.

The key term he uses is, “Constructive disruption”. Jejurikar explains:

We've begun a longer-term reinvention of P&G. Think of this as the next important phase of constructive disruption that will create and extend our competitive advantages in each element of our strategy. We see the landscape around us changing faster than it's ever been in recent memory.

He adds:

The ...