How Reckitt Benckiser are using AI-Driven Ads to Champion a New Way of Working.

At the recent DMEXCO/MADfest event Lindsay Barratt the global head of Content & CX at Reckitt Benckiser gave a global audience an insight into how they are using AI to power their digital advertising performance and insight.

Lindsay was quite frank when she tells the audience that her job means “she gets to talk about sex positions and c-sections all day long.” Her team is tasked with shifting RB’s business to a consumer-first model. The fun part for Lindsay is piloting and scaling partners that improve content relevance and performance. The hard part is convincing brand teams we don’t need them to produce expensive ads all the time!

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