Procter & Gamble (P&G) wants to further develop their strategic framework for AI-Powered Brand Building to identify opportunities to step change the business and increase persuasive awareness of trusted brands. From consumer understanding & idea development, to creating personalized consumer journeys and automating content to deliver brand consistency at scale, P&G believes a more comprehensive AI-driven approach to brand building will allow their brands to adapt quickly to consumer behavior and market shifts, creating more relevant and impactful interactions to win in the marketplace.
Business Challenge
P&G is looking to understand the broad external AI ecosystem enabling the future of brand building to assess and pilot new opportunities and partnerships. The ultimate outcome is to accelerate growth of P&G categories and drive value creation.
What?
Breakthrough solutions tied to P&G desired brand building outcomes which include consumer insights, creating and qualifying new concepts or ideas, developing communication that is more consumer relevant, and being the preferred choice at retail.
Areas/use cases of interest include but are not limited to:
• Consumer insights and understanding – connecting big insights to big ideas
• Creative idea / campaign development
• Content creation & adaptation across touchpoints (messaging, image, video, animation etc.)
• Gen AI Brand Visibility - Search and Generative Engine Optimization
• Creative optimization and measurement
• Personalized consumer experiences online and in-store
• Media planning: ensuring content and creatives are clearly linked and fit each platform
• Agentic AI applications across the consumer journey
• Managing and automating the content supply chain from the brands to media platforms or eComm.
• Internal process optimization / new ways of working with AI
• Ecosystem solutions ie. Platforms that enable brands to move beyond point solutions to a better
integrated AI-enabled ecosystem
The Offer
- Where there is a good fit, P&G is looking to for potential collaborations, pilot and test solutions
Submission Process
- Please submit your response here.
- Deadline: December 31st, 2025
- Select startups will be contacted by P&G to present additional details on company, solution as well as a demo.
Note
While solutions should be broadly applicable to P&G’s portfolio of brands, if you have a unique capability/experience within Beauty, Personal Health Care or Fabric Care please highlight in your submission.
Please read the full brief here
Disclaimer: MIT Startup Exchange can make introductions that ideally provide open ended discussions in order to share mutual interests and potentially create common ground that incite the parties to collaborate. MIT Startup Exchange introductions may eventually lead to mutual partnerships, but that is not in any way guaranteed by MIT, MIT Corporate Relations, MIT Industrial Liaison Program (ILP) or MIT Startup Exchange, which takes no responsibility for these outcomes and no formal part in such discussions following our introduction. MIT Startup Exchange and its activities and events are not for purposes of soliciting investment or offering securities.