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Title
Empowering Marketing Teams to Drive Greater Impact at Reckitt
…started? Get a Demo Login Contact Us Try Databricks Customer Stories / Reckitt CUSTOMER STORY Empowering marketing teams to drive greater impact Reckitt accelerates marketing insights and productivity with the Databricks Data + AI Platform 40–60% Faster campaign creation with AI-driven insights 40% Time saved in campa…
Description
Reckitt built an AI system called the Insight Engine on the Databricks Data + AI Platform, unifying consumer research, product reviews and social listening signals to give marketing teams faster, actionable insights. The system uses Databricks Model Serving to deploy multiple LLMs including OpenAI's ChatGPT-4 and Google's Gemini, AI Search for retrieval-augmented generation, and Agent Bricks AI Gateway for governance. Reckitt's marketing teams achieved a 40% improvement in task execution, a 40-60% reduction in time to develop campaign concepts, 60% faster concept development, and 30% faster ad adaptation and localization, with hundreds of marketers using the AI tools across the organization by the end of 2025.
…processes, driving efficiency and innovation across Reckitt’s marketing teams. Leveraging the capabilities of Databricks, Reckitt built an AI system that unifies vast amounts of consumer research, product reviews and social listening signals into a single, cohesive framework. Powered by Databricks’ robust data processing and machine learning capabilities…
…ime access to large language models (LLMs) for specific tasks across marketing. This flexibility allows Reckitt to deploy multiple LLMs, including OpenAI’s ChatGPT-4 and Google’s Gemini, tailored to address different business needs. AI Search, a key element of retrieval augmented generation (RAG), enhances the…
Company
Reckitt
…porting 100s Of marketers using AI tools across the organization by end of 2025 Reckitt is a health and hygiene company dedicated to creating products that protect, heal and nurture a cleaner, healthier world. With a portfolio of much-loved consumer brands like Dettol, Lysol, Finish, Dure…
Industry
Consumer Goods
…to creating products that protect, heal and nurture a cleaner, healthier world. With a portfolio of much-loved consumer brands like Dettol, Lysol, Finish, Durex, Nurofen, Strepsils and Gaviscon, Reckitt operates in over 60 countries, serving millions of consumers. Operating across these diverse markets requires speed, efficiency in innovation…
Problem
Reckitt's marketing teams had long relied on fragmented systems and traditional, manual workflows; marketers could spend weeks combining data from multiple sources even for routine tasks like media analysis or brand performance reports, leaving little time to adapt to market changes and focus on innovation. Reckitt needed a unified platform to handle both structured and unstructured data across multiple functions while ensuring scalability and governance.
…on making,” Bastien Parizot, SVP of Technology and Digital at Reckitt, shared. “Marketers could spend weeks combining data from multiple sources, even for routine tasks like media analysis or frequent brand performance reports. We needed a unified approach to regain efficiency and agility.” Since it was difficult to access and analyze the right data efficiently, the l…
Solution
Building on their existing use of Databricks for data warehousing and structured data, Reckitt extended the platform to power its GenAI ambitions, building an AI system called the Insight Engine that unifies consumer research, product reviews and social listening signals. At the core of the architecture is Databricks Model Serving, giving real-time access to multiple LLMs including OpenAI's ChatGPT-4 and Google's Gemini tailored to different business needs. AI Search, a retrieval-augmented generation component, retrieves relevant information from structured and unstructured sources to power the Insight Engine, while Agent Bricks AI Gateway provides integrated governance so AI outputs remain reliable and safe while scaling.
…activities, enabling faster decision-making and greater operational efficiency. At the core of Reckitt’s GenAI architecture is Databricks Model Serving, enabling real-time access to large language models (LLMs) for specific tasks across marketing. This flexibility allows Reckitt to deploy multiple LLMs, including OpenAI’s Cha…
…’s ChatGPT-4 and Google’s Gemini, tailored to address different business needs. AI Search, a key element of retrieval augmented generation (RAG), enhances the Insight Engine by retrieving relevant information from structured and unstructured data sources. This ensures that marketers have accurate and contextually relevant insights at…
Business value
Reckitt's marketing teams achieved a 40% improvement in task execution and a 40-60% reduction in time to develop campaign concepts, including 60% faster concept development and 30% faster ad adaptation and localization. Marketing teams can now analyze data in days instead of weeks, and hundreds of marketers were using the AI tools across the organization by the end of 2025.
…gain faster, actionable insights, make better decisions and boost productivity. Reckitt’s marketing teams have seen a 40% improvement in task execution and a 60% reduction in time required to develop campaign concepts. These gains empower Reckitt to deliver high-impact campaigns faster and more ef…
…tion with AI-driven insights 40% Time saved in campaign analytics and reporting 100s Of marketers using AI tools across the organization by end of 2025 Reckitt is a health and hygiene company dedicated to creating products that pro…
AI capabilities
Retrieval-Augmented Generation, Generative AI, Recommendation & Personalization, Agentic AI
…’s ChatGPT-4 and Google’s Gemini, tailored to address different business needs. AI Search, a key element of retrieval augmented generation (RAG), enhances the Insight Engine by retrieving relevant information from structured and unstructured data source…
…r and stay competitive,” Bastien said. As Reckitt scales their GenAI solutions, Databricks’ open, unified platform and agentic AI systems ensure flexibility for multicloud environments and seamless AI model integration. Share this post Details Industry : Marketing…
Technology
Databricks Data + AI Platform, Databricks Model Serving, OpenAI ChatGPT-4, Google Gemini, Databricks AI Search, Agent Bricks AI Gateway
…ime access to large language models (LLMs) for specific tasks across marketing. This flexibility allows Reckitt to deploy multiple LLMs, including OpenAI’s ChatGPT-4 and Google’s Gemini, tailored to address different business needs. AI Search, a key element of retrieval augmented generation (RAG), enhances the…
…like consumer research reports, product reviews and social listening platforms. Reckitt also employs Databricks’s integrated governance features, including Agent Bricks AI Gateway, to ensure responsible AI usage across applications. “Governance is nonnegotiable for us,” Tewfik said. “By embedding guardrails dir…
Deployment model
Cloud (multicloud)
…r and stay competitive,” Bastien said. As Reckitt scales their GenAI solutions, Databricks’ open, unified platform and agentic AI systems ensure flexibility for multicloud environments and seamless AI model integration. Share this post Details Industry : Marketing , Retail and Consumer Goods Use Ca…
Deployment options
cloud
…r and stay competitive,” Bastien said. As Reckitt scales their GenAI solutions, Databricks’ open, unified platform and agentic AI systems ensure flexibility for multicloud environments and seamless AI model integration. Share this post Details Industry : Marketing , Retail and Consumer Goods Use Ca…
Implementation approach
Reckitt identified three critical areas for applying GenAI within their marketing organization — insights, creativity and effectiveness — and built on its existing Databricks lakehouse architecture rather than adopting a separate platform for GenAI. The success of the initiative has inspired plans to expand GenAI applications into other functions such as R&D.
…s empower Reckitt to deliver high-impact campaigns faster and more effectively. Reckitt identified three critical areas for applying GenAI within their marketing organization: insights, creativity and effectiveness. Like many consumer packaged goods (CPG) companies, Reckitt’s marketing teams ha…
…oncept development, as well as drive 30% faster ad adaptation and localization. The success of Reckitt’s GenAI initiative in marketing has inspired plans to expand GenAI applications into other functions such as R&D. “This isn’t just about AI — it’s about transforming how we work. Databricks ena…
