Procter & Gamble (P&G) is strategically embedding artificial intelligence (AI) throughout its operations, aiming to evolve into an “AI-first” enterprise. Led by Vittorio Cretella, the company’s Chief Information Officer, P&G has implemented a proprietary machine learning platform, the AI Factory, across 80% of its global business. This platform has expedited various functions, notably seen in initiatives like Pampers MyPerfectFit, which employs AI to recommend diaper sizes with a 90% accuracy rate. Additionally, P&G harnesses AI-powered smart algorithms for fragrance development, hastening digital scent creation and refining product design processes. Emphasising three core pillars—defining business purpose, enhancing employee AI fluency, and standardising AI development—P&G underscores the importance of aligning AI initiatives with tangible business outcomes and fostering internal expertise. Through these efforts, P&G emphasises AI’s role in precision marketing, retail collaboration, innovation, and operational optimisation while navigating supply chain challenges within the consumer goods sector.