On generative AI use cases in retail and CPG: “In terms of content generation … instead of just creating one piece of content for one particular use case, we can use the AI to create thousands of versions very, very quickly. And we can also create that content in multiple languages as well. One of the things that I'm particularly interested here in the U.S. market is the Spanish language, considering I work in baby formula, and one in three babies in the U.S. are of Hispanic heritage or have Hispanic heritage. We want to do way more things in Spanish, but to do that, we would effectively be doubling our costs if we did everything from scratch. But using AI, we can do all of this stuff and get to mass customization and personalization, without having to double the team size and double all of the budget.
\r\n\r\n
“The other piece where this gets really cool, and gets me really excited, is when talking about Spanish, how do I get to the native dialect of Spanish for every single region or zone within the U.S. that I'm targeting? So I'm not just talking English and broad American or broad New Jersey. How do I get to every single cluster that I want to go after the Midwest, New York, LA, etc., and speak in that local language at scale? And present my content in a way that really resonates with the audience?”
\r\n"},{"id":36005,"bundle":"topic_content","heading":"Listen to More Tech Transformation Episodes","terms":[{"id":618,"name":"Tech Transformation Podcasts"}],"items":[{"id":24167,"bundle":"article","title":"Mars’ Guillaume Doriry On Increasing Supply Chain Visibility With Decision Intelligence ","url":"/mars-guillaume-doriry-increasing-supply-chain-visibility-decision-intelligence","summary":"As more companies bring AI into their operations, keeping their employees at the center is critical to success. For Mars, this has meant creating strategies that empower their associates in order to drive adoption and ensure they feel connected to all of the changes. ","teaserImage":{"url":"https://assets1.risnews.com/styles/secondary_articles_short/s3/2023-10/marsaeratech_guillaumedoriryfredlaluyaux_960x540.png?h=dcd3bcc2&itok=Xcyt1B_p","width":1320,"height":743,"alt":"Mars"}},{"id":24069,"bundle":"article","title":"Tech Transformation Podcast: Kimberly-Clark’s Jeannette Chantalat On New KPIs for Sustainable Innovation ","url":"/tech-transformation-podcast-kimberly-clarks-jeannette-chantalat-new-kpis-sustainable-innovation","summary":"Learn how Kimberly-Clark is using their vast reach to understand consumers at very local levels — and then marrying it with technology to meet consumer needs in new and more sustainable ways. ","teaserImage":{"url":"https://assets1.risnews.com/styles/secondary_articles_short/s3/2023-09/kimberlyclark_jeannettechantalat_960x540.png?h=e3253adc&itok=OKos2MYT","width":1680,"height":945,"alt":"Kimberly-Clark’s Jeannette Chantalat "}},{"id":24047,"bundle":"article","title":"PepsiCo’s Mark Kirkham On New Data Partnerships ","url":"/pepsicos-mark-kirkham-new-data-partnerships","summary":"PepsiCo is not only entering first-of-its-kind relationships with companies like Spotify and EA Sports, but it’s also looking ahead to how it might use the data to drive further value at retail and for its retail partners. ","teaserImage":{"url":"https://assets1.risnews.com/styles/secondary_articles_short/s3/2023-08/pepsico_markkirkham_960x540_1.jpg?h=c71d0c67&itok=7lIVOpas","width":960,"height":540,"alt":"PepsiCo Mark Kirkham"}},{"id":24015,"bundle":"article","title":"Tech Transformation Podcast: Albertsons’ Claire Wyatt On Retail Media Tech Team Lessons ","url":"/tech-transformation-podcast-albertsons-claire-wyatt-retail-media-tech-team-lessons","summary":"Learn about some of the challenges brands are facing with retail media networks and some common misconceptions. ","teaserImage":{"url":"https://assets1.risnews.com/styles/secondary_articles_short/s3/2023-08/claire_wyatt_pod.png?h=7e824dc5&itok=LRZg17hj","width":655,"height":368,"alt":"Claire Wyatt Albertsons"}},{"id":23995,"bundle":"article","title":"Tech Transformation Podcast: Kellogg’s Manish Sharma On the Evolution to Omnicommerce","url":"/tech-transformation-podcast-kelloggs-manish-sharma-evolution-omnicommerce","summary":"We’re talking with Manish Sharma, VP of omni and e-commerce for Kellogg Company, about the consumer goods company’s evolution into omnicommerce and the changes they're making across their business. \r\n","teaserImage":{"url":"https://assets1.risnews.com/styles/secondary_articles_short/s3/2023-08/manish_sharma_podcast.png?h=7e824dc5&itok=SHnnh-jA","width":655,"height":368,"alt":"Kellogg’s Manish Sharma On the Evolution to Omnicommerce"}}]}]}};
const country = "HK";
const language = "en, *";
const SITE_LANGUAGE = "en";
const siteName = "RIS News";
const userRoles = ["anonymous"];
const userUid = 0;
const indexName = "risnews";
window.dataLayer = window.dataLayer || [];
const data = {};
data.entityTaxonomy = {};
const contentTypes = [
"article",
"blog",
"bulletin",
"embed_page",
"landing_page",
"event",
"image",
"page",
"product",
"whitepaper",
"video",
"tags",
];
if (
routeInfo &&
"bundle" in routeInfo &&
contentTypes.includes(routeInfo["bundle"])
) {
data.entityBundle = routeInfo.bundle;
data.entityTitle = `${routeInfo.title} | ${siteName}`;
data.entityId = routeInfo.id;
data.entityName = routeInfo.author?.uname;
data.entityCreated = routeInfo.created;
data.sponsored = routeInfo.sponsored;
data.sponsor = routeInfo.sponsoringCompany;
data.entityType = "node";
data.entityLangcode = SITE_LANGUAGE;
data.siteName = siteName;
data.drupalLanguage = language;
data.drupalCountry = country;
data.userRoles = userRoles;
data.userUid = userUid;
data.entityTaxonomyKeys = {};
data.entityTaxonomyHierarchies = {};
data.parentNaicsCode = {};
data.isPro = false;
data.algoliaIndexName = indexName;
// Add toxonomy data
const taxonomies = {
businessTopic: "business_topic",
contentType: "content_type",
company: "company",
marketSegment: "market_segment",
};
const getHierarchy = (term, terms = []) => {
terms.push({ id: term.id, name: term.name });
if (term.parentTerm != null) {
getHierarchy(term.parentTerm, terms);
}
return terms;
};
const getTerms = (term, useApiId = false) => {
return { id: useApiId ? term.apiId : term.id, name: term.name };
};
const getKeys = (term) => {
return { id: term.id, name: term.apiId };
};
Object.entries(taxonomies).forEach(([key, item]) => {
terms = routeInfo[key];
if (terms && terms.length > 0) {
data["entityTaxonomy"][item] = terms.map((term) =>
getTerms(term, key === "company")
);
if (key !== "company") {
data["entityTaxonomyKeys"][item] = terms.map(getKeys);
termGroups = [];
terms.forEach((term, termInd) => {
termGroups[termInd] = getHierarchy(term);
});
data["entityTaxonomyHierarchies"][item] = termGroups;
}
}
});
data["entityTaxonomy"]["tags"] = routeInfo["topics"] || [];
// Primary Topic is either the business topic or the top tag.
if (routeInfo["businessTopic"]?.length > 0) {
data["entityPrimaryTopic"] = routeInfo["businessTopic"][0]["name"];
} else {
if (routeInfo["topics"]?.length > 0) {
data["entityPrimaryTopic"] = routeInfo["topics"][0]["name"];
}
}
// Primary and secondary entityNaicsCodes come from the MarketSegment
if (routeInfo.marketSegment?.length > 0) {
data.entityNaicsCode = {};
data["entityNaicsCode"]["id"] = routeInfo["marketSegment"][0]["id"];
data["entityNaicsCode"]["name"] =
routeInfo["marketSegment"][0]["naicsCode"];
if (routeInfo["marketSegment"][0]["parentTerm"] != null) {
data["parentNaicsCode"]["id"] =
routeInfo["marketSegment"][0]["parentTerm"]["id"];
data["parentNaicsCode"]["name"] =
routeInfo["marketSegment"][0]["parentTerm"]["naicsCode"];
}
} else {
data.entityNaicsCode = [];
}
if (routeInfo.taggedPro) {
data.isPro = routeInfo.taggedPro;
}
window.dataLayer.push(data);
} else if (routeInfo && "vid" in routeInfo) {
data.entityBundle = "tags";
data.entityTitle = routeInfo.name;
data.entityId = routeInfo.id;
data.entityName = routeInfo.author?.uname;
data.entityCreated = routeInfo.created;
data.entityType = "taxonomy_term";
data.entityLangcode = SITE_LANGUAGE;
data.siteName = siteName;
data.sponsored = routeInfo.sponsored;
data.sponsor = routeInfo.sponsoringCompany;
data.drupalLanguage = language;
data.drupalCountry = country;
data.userRoles = userRoles;
data.userUid = userUid;
data.algoliaIndexName = indexName;
data["entityTaxonomy"]["tags"] = {
id: routeInfo["id"],
name: routeInfo["name"],
};
window.dataLayer.push(data);
}
})();Tech Transformation Podcast: Reckitt’s Imteaz Ahamed On Generative AI and ChatGPT
Tech Transformation Podcast: Reckitt’s Imteaz Ahamed On Generative AI and ChatGPT
2/8/2023
Unless you’ve been living under a rock, you’ve probably been inundated with news and hot takes on generative AI, including ChatGPT. But what does it mean for retail and consumer goods? There’s a massive amount of potential, and it’s moving really quickly. We’re talking with Imteaz Ahamed, director of performance marketing of nutrition at Reckitt, about what it is, what the impact could be, and some of the really, really, really cool things in the future.
Listen to learn:
How generative AI like ChatGPT can impact retail and consumer goods
How optimizing performance marketing campaigns differs by platform, such as social media, search engines, or marketplaces (Gimmick alert: question written by ChatGPT!)
Future trends or advancements in performance marketing that will be important for CPG brands to pay attention to (Question written by ChatGPT!)
The startup we should all have our eyes on
The MACH Alliance and why Ahamed is an ambassador
Subscribe
Excerpts
On generative AI use cases in retail and CPG: “In terms of content generation … instead of just creating one piece of content for one particular use case, we can use the AI to create thousands of versions very, very quickly. And we can also create that content in multiple languages as well. One of the things that I'm particularly interested here in the U.S. market is the Spanish language, considering I work in baby formula, and one in three babies in the U.S. are of Hispanic heritage or have Hispanic heritage. We want to do way more things in Spanish, but to do that, we would effectively be doubling our costs if we did everything from scratch. But using AI, we can do all of this stuff and get to mass customization and personalization, without having to double the team size and double all of the budget.
“The other piece where this gets really cool, and gets me really excited, is when talking about Spanish, how do I get to the native dialect of Spanish for every single region or zone within the U.S. that I'm targeting? So I'm not just talking English and broad American or broad New Jersey. How do I get to every single cluster that I want to go after the Midwest, New York, LA, etc., and speak in that local language at scale? And present my content in a way that really resonates with the audience?”
As more companies bring AI into their operations, keeping their employees at the center is critical to success. For Mars, this has meant creating strategies that empower their associates in order to drive adoption and ensure they feel connected to all of the changes.
Learn how Kimberly-Clark is using their vast reach to understand consumers at very local levels — and then marrying it with technology to meet consumer needs in new and more sustainable ways.
PepsiCo is not only entering first-of-its-kind relationships with companies like Spotify and EA Sports, but it’s also looking ahead to how it might use the data to drive further value at retail and for its retail partners.
We’re talking with Manish Sharma, VP of omni and e-commerce for Kellogg Company, about the consumer goods company’s evolution into omnicommerce and the changes they're making across their business.