P&G sees an opportunity to use Generative AI to radically disrupt the efficiency and effectiveness of P&G brand building communication. Gen AI will have a transformative effect on communication, as more individuals and brands compete for consumer attention with more content that is increasingly customized and updated in realtime, enabled by Gen AI’s rapid production and lower costs.
Business Challenge / Needs Definition:
P&G must constructively disrupt the creative process to meet the increased need for content, driven by an expanding number of media platforms, and the need for faster speed to market of new ideas and strategies to support different product lines and stay ahead of competition. To apply complete the P&G Innovation Brief Response Form: bit.ly/3Tg5iJw
There are 4 key considerations or areas where P&G would like to focus on finding innovative solutions:
● Increasing capabilities – advances in Gen AI tools now enable individuals to generate copy, images, audio, video, etc. from a simple prompt. What are these emerging tools and solutions that will help P&G make content creation more accessible and affordable, at scale, across the organization?
● Personalized content – fueled by consumers’ decreasing attention span and increasing desire for personalized messaging and experiences across an increasingly fragmented media landscape.
● Expanding sources of content – as new platforms and technologies have emerged, it is now possible for creativity to come from a range of sources. P&G is interested in not only the startup ecosystem, but all types of partners, including, but not limited to, agencies, large companies, creator networks, etc.
● Evolving regulations – the regulatory environment is rapidly evolving, clarifying IP rights and copyright of Gen AI-produced content. How can P&G ensure safe and compliant use?
Relevant technology domains & use cases may include, but are not limited to:
The regional focus of this brief is the US, with initial pilot activations focused in the region. Startups applying must have a presence or the ability to immediately activate in the US.
● Complete the P&G Innovation Brief Response Form – bit.ly/3Tg5iJw
● All responses will be reviewed, and you will be notified as to whether the response has been accepted for further consideration.
● If accepted, you will be contacted by a Pilot44 Research Analyst to schedule a meeting to present additional detail on your company and solution as well as, where applicable, provide a demonstration of your product.
● If contacted for next steps, additional detail on the client needs will be provided at that time, as well as additional information on the review, selection & reward process.
● You can send any specific questions to our innovation partner, Pilot44: submissions@pilot44.com
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