Procter & Gamble, the packaged goods giant behind Fairy, Gillette, Pampers and Lenor, is strengthening its relationship with Googe Cloud by selecting the platform’s data analytics and AI technology to enable more personalised experiences for consumers.
The company first started working with Google Cloud in 2019, and also has partnerships with Amazon Web Services (AWS), Microsoft Azure, SAP and Del Technologies’ Virtuastream cloud service.
However, former P&G chief information officer Javier Poli hinted that the firm could shift away from the others when he appeared on a panel at the eMerge Americas conference in Miami in April last year.
At the time Poli, who recently switched to Mondelez International, said that “from an AI perspective, as things are changing to data science and more mining, we could potentially see a shift moving into Google’s platform in the future. They are all big bets, and we are betting on all three today, and I would argue in the next 18 to 24 months that landscape will change for us”.
It is claimed that, through this new collaboration, P&G will now be able to better leverage consumer and media data to innovate product experiences and enrich the shopping journey for existing and new consumers.
P&G is migrating the company’s first- and third-party consumer data from an on-premise solution to the Google’s platform, and integrating them into an enterprise data and analytics “data lake” , which will then use Google Cloud’s BigQuery for real-time insights.
By combining previously siloed data and using advanced analytics, it is claimed that Google Cloud will help create a 360-degree view of P&G’s business across all of its channels, ultimately helping the company create seamless experiences for consumers.
As P&G continues to expand its technology capabilities, it said that a data-centric partnership was critical to enable it to be more automated, agile, and faster, while also ensuring the data privacy of its customers.
With Google Cloud technology, including BigQuery and TensorFlow, P&G hopes to be able to create a richer product experience to consumers by incorporating consumer insights into future product development.
Google Cloud president Rob Enslin said: “Connected devices offer new opportunities to provide actionable insights directly to consumers around their everyday habits.
“We’re thrilled to work with P&G to help them use the cloud and our deep portfolio of machine learning and analytics solutions to create more personalised experiences.”
P&G chief information officer Vittorio Cretella, who succeeded Poli in March this year, added: “We’re always looking to ensure a great consumer experience across all our categories, from healthcare to beauty products and much more.
“As a leader in analytics and AI, Google Cloud is a strategic partner helping us offer our consumers superior products and services that provide value in a secure and transparent way.”
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