Verified
Procter & Gamble
Scaling- Consumer goods
- ~104,000 employees
- AI factory and chatPG, built in-house
- Azure and Google Cloud
- 30,000+ chatPG users (Jul 2024)
Procter & Gamble deploys AI through platforms it built itself: an AI factory, started around 2021, where data scientists build, deploy and monitor models and now agents, and chatPG, an employee assistant launched company-wide in Sep 2023 on OpenAI's API that had 30,000 users by Jul 2024. CIO Seth Cohen speaks for the program, and P&G's data lake and plant models run on Microsoft Azure. Procter & Gamble applies AI across supply chain, plant quality, media, creative work and product development.
us.pg.comTheir approach to AI
- The platform
- P&G's AI factory gives teams shared data, tools, methods and security controls to build, deploy and monitor AI and agents, and four proprietary generative AI tools led by chatPG serve employees (Dec 2025).
- The models
- P&G built chatPG on OpenAI's API in 2023 and now lets employees pick among several large language models by task; P&G has not named the other providers, and its data lake and plant models run on Microsoft Azure.
- The reach
- chatPG had 30,000 users by Jul 2024, when P&G had about 108,000 employees, and more than 4,000 P&G executives had finished an eight-week AI program by Dec 2025; P&G has published no later user count.
- The catch
- P&G's one reported AI return is ad testing at a tenth of its former cost (Feb 2025); P&G discloses no firm-level AI return, no AI spending, and not how many of its up to 7,000 role cuts come from automation.
Snapshot
- Employees
- ~104,000
- Jun 30, 2026, down 4% on the restructuring program (FY2026 Form 10-K)
- Technology budget
- Not disclosed
- R&D investment of nearly $2 billion a year, per Victor Aguilar's P&G biography
- AI/ML headcount
- Several hundredest.
- Data scientists and AI engineers under Jeff Goldman, VP of enterprise data science (Dec 2025)
- Platform
- AI factory and chatPG, built in-house
- AI factory from around 2021; chatPG company-wide since Sep 2023
- Models
- OpenAI and other LLMs
- chatPG built on OpenAI's API (Sep 2023); employees now choose among several models
- Reach
- 30,000+ chatPG users
- Jul 2024; access requires training and a signed acceptable-use policy
- Use cases
- 35+ on chatPG (Oct 2023)
- Plus analytical AI in supply chain, media and plants, and agent pilots (Dec 2025)
Key findings
Procter & Gamble built its own AI stack: an AI factory, started around 2021, that supplies data, tools, models and security controls for building, deploying and monitoring AI and now registers agents (Dec 2025), and four proprietary generative AI tools led by chatPG, which launched company-wide in Sep 2023 and had 30,000 users by Jul 2024.
CIO Seth Cohen, who joined P&G from PepsiCo in Apr 2024 and took the CIO role in Jun 2024, joined CEO Shailesh Jejurikar and CFO Andre Schulten at CAGNY on Feb 19, 2026, where P&G laid out its data lake and AI factory framework to investors.
Procter & Gamble runs its data lake and plant AI on Microsoft Azure, which it chose in Jun 2022 as its preferred cloud provider for digital manufacturing, and Microsoft said in Aug 2025 that P&G deploys predictive models to plant equipment through Azure IoT Operations and Azure Arc; P&G also moved consumer data to Google Cloud in 2020.
Procter & Gamble's one reported AI return is ad testing at a tenth of its former cost, which CFO Andre Schulten credited to AI in Feb 2025; P&G's other AI results measure speed or availability, such as a 15% cut in out-of-stocks in Brazil (Dec 2025), and its productivity savings, such as $1.5 billion in Product Supply in fiscal 2026, are not split by cause.
Procter & Gamble is cutting up to 7,000 non-manufacturing roles, about 15% of that workforce, by the end of fiscal 2027, and said in Jun 2025 that the redesign would make roles broader and teams smaller, partly through digitization and automation; headcount fell 4% to about 104,000 by Jun 30, 2026.
Where P&G sits
- Stage
- Scaling
Procter & Gamble sits at Scaling: chatPG has been open company-wide since Sep 2023 to employees who complete a mandatory training, the AI factory supported 80% of the global business by Oct 2023, AI runs in production across supply chain, plants, media, R&D and customer service, and CIO Seth Cohen joined the CEO and CFO to present it to investors (Feb 2026). Procter & Gamble falls short of Embedded because its last usage figure, 30,000 chatPG users in Jul 2024, was under a third of its roughly 108,000 staff at the time, and it reports no firm-level financial effect of AI.
How the stages are defined - Ownership
- CIO Seth Cohen; P&G has not published his reporting line
- Platform
- Built: AI factory and chatPG suite, built in-house
- Models
- OpenAI at chatPG's launch; several LLMs chosen by task since
- Hosting
- Microsoft Azure (preferred cloud for digital manufacturing since Jun 2022) for the data lake and plant edge models; Google Cloud for consumer data since 2020; chatPG hosting not disclosed
- Reach
- 30,000+ chatPG users (Jul 2024); no later count
How they deploy
Platforms, not one-off projects
Procter & Gamble built its AI factory around 2021, when leaders saw that moving models from prototype to scale was slow and costly, according to MIT Sloan Management Review (Dec 2025). Jeff Goldman said the AI factory cuts the time to deploy a model by roughly six months, and CIO Vittorio Cretella said in Oct 2023 that it made P&G's data scientists 10 times faster. Seth Cohen told the HumanX conference in Apr 2026 that P&G teams build from shared platforms so they can reuse solutions across brands and markets.
Data first
Seth Cohen said in Apr 2026 that Procter & Gamble has spent more than a decade freeing data across systems, geographies and functions and making it structured and trusted before applying AI. P&G's 2026 annual report describes a structured data lake holding petabytes of data alongside data platforms, AI capabilities, programmatic shelf tools and media creation and evaluation systems. Consumer Goods Technology quoted Cohen in Apr 2026 arguing that data discipline separates AI as a competitive advantage from AI for show.
Models chosen by task
Procter & Gamble launched chatPG on OpenAI's API in 2023 but built it so the company can switch between models, and Rafal Kawala of P&G's generative AI engineering team called the flexible strategy a recipe for success (Jul 2024). By Dec 2025 chatPG gave employees secure access to several large language models, chosen by business issue.
AI aimed at brand building and retail
Procter & Gamble's 2026 annual report says its brands develop content through a creation engine that combines in-house creatives, agencies, creators, brand fans and AI to produce hundreds of pieces of content at any given time, and that shopping agents and AI-driven search are changing how consumers find and buy P&G brands. Shailesh Jejurikar said on the Jul 29, 2026 earnings call that P&G is scaling AI tools across creative development and media activation and that, as automation replaces handoffs, the time from discovery to execution is moving from weeks to hours in many cases.
Automation in the supply chain
Procter & Gamble's Supply 3.0 strategy, called Supply Chain 3.0 in its Jun 2025 investor slides, links P&G's operations with retailers' systems and uses analytics, AI and automation to anticipate needs, decide faster and cut manual touchpoints, with a long-term goal of expanding automation and digital tools across its operations worldwide by 2030 (Oct 2026). P&G's 2026 annual report says the company knows how to automate, digitize and autonomize its operations and has set a financial framework to pay back those investments.
People working alongside AI
Vittorio Cretella said in Oct 2023 that AI should augment Procter & Gamble employees, not replace them, and that P&G should bring data science and machine learning engineering in-house. P&G tested the idea in a 2024 field experiment with 776 of its commercial and R&D staff, run with researchers from Harvard, Wharton and ESSEC, and Seth Cohen said in Apr 2026 that P&G is preparing employees to work alongside intelligent systems so they can focus on higher-value work.
- Deployment model
- Procter & Gamble runs AI as shared platforms built by its IT and enterprise data science teams, with use cases delivered in the business functions. CIO Seth Cohen is responsible for P&G's digital transformation strategy and speaks for the AI factory, while Jeff Goldman, vice president of enterprise data science, leads several hundred data scientists and AI engineers and P&G's business AI initiatives (Dec 2025). Analytics and insights under Kirti Singh, R&D under Victor Aguilar, brand building under Marc Pritchard and Product Supply under Luc Reynaert apply AI in their own work. Employees reach generative AI through chatPG and its sibling tools after a mandatory training, and plants run machine learning models at the edge on Azure IoT Operations.
- Model providers
- Procter & Gamble built chatPG on OpenAI's API, CIO Vittorio Cretella told CIO Dive in Oct 2023, after introducing a bot based on a foundation model for its cloud engineers in summer 2022. P&G designed chatPG so it can switch models (Jul 2024), and MIT Sloan Management Review reported in Dec 2025 that chatPG offers employees several large language models chosen by business issue; P&G has not named any provider other than OpenAI. The 2024 field experiment with 776 P&G employees gave participants an AI assistant built on OpenAI's GPT-4, according to Fortune. Olay works with Haut.AI on the generative AI in its Skin Advisor (Jun 2026), and P&G's own machine learning models for plant quality and maintenance run on Azure IoT Operations (Aug 2025).
- Data and infrastructure
- In Jun 2022, Procter & Gamble selected Microsoft as its preferred cloud provider to build the future of digital manufacturing, in a multiyear deal to digitize and integrate data from more than 100 manufacturing sites on Azure, using AI, machine learning and edge computing, after four years of joint data and AI work. Google Cloud said in Jul 2020 that P&G had chosen its data analytics and AI technology, including BigQuery and TensorFlow, and was moving first- and third-party consumer data from on-premises systems into an enterprise data lake architecture on Google Cloud. Microsoft said in Aug 2025 that P&G uses Azure IoT Operations and Azure Arc to collect equipment data at the edge, analyze it in the cloud and deploy predictive models back to plant equipment, feeding an Azure-based corporate data lake, as P&G works to raise equipment effectiveness across plants in more than 35 countries. P&G's 2026 annual report describes the structured data lake as holding petabytes of data. Vittorio Cretella said in Oct 2023 that chatPG prompts are not used to train other models or made public; P&G has not said where chatPG inference runs.
Platforms and internal tools
AI factoryAround 2021
The AI factory is Procter & Gamble's proprietary machine learning platform: data sources, software tools, methods and defined security protocols for developing, testing, deploying and monitoring algorithms, including testing model versions for specific business needs, plus reusable code libraries (Oct 2023). By Dec 2025 the AI factory also monitored and registered agents and used the Agent2Agent Protocol and Model Context Protocol to connect agents and tools, and P&G's Feb 2026 investor framework places agents and integration, evaluation and observability, governance and security, AI models, AI infrastructure and user interfaces inside it.
- Users
- Used across 80% of P&G's global business (Oct 2023)
chatPGSep 2023 (beta Feb 2023)
chatPG is Procter & Gamble's internal generative AI assistant, tested with thousands of employees before a company-wide launch that drew 8,000 requests in its first two hours. chatPG supported more than 35 use cases in Oct 2023, complemented with internal data, including onboarding and supporting call center operators, and Marc Pritchard used it on stage at Cannes Lions 2026.
- Users
- 30,000+ (Jul 2024)
- Models
- OpenAI at launch; several large language models chosen by business issue (Dec 2025)
askPG, imagePG and insightsPGBy Dec 2025
askPG lets Procter & Gamble employees query curated internal documents, imagePG generates and analyzes images and video, and insightsPG, which MIT Sloan Management Review called relatively new, is a generative front end to business data that follows P&G's earlier Business Sphere and Decision Cockpits analytics tools (Dec 2025). Seth Cohen wrote in Nov 2024 that P&G had built and broadly deployed four proprietary generative AI platforms, without naming them.
Core data lake
Microsoft said in Aug 2025 that Procter & Gamble's corporate data lake runs on Azure and takes in production line data for analytics and AI model building, and P&G's 2026 annual report describes a structured data lake holding petabytes of data. Google Cloud said in Jul 2020 that P&G was moving its consumer data into an enterprise data lake architecture on Google Cloud.
Digital manufacturing platform on Azure IoT OperationsPilots from 2022
Procter & Gamble's digital manufacturing platform collects real-time equipment data through Azure IoT Operations and Azure Arc, runs machine learning models near real time at the edge for prediction and quality monitoring, and retrains and redeploys them from the cloud. Microsoft said in Aug 2025 that the platform cut deployment time for a new model version by up to 90%.
Digital shelf toolsBy Jun 2025
Procter & Gamble's digital shelf tools include a search content optimizer that uses generative AI to improve ads and product descriptions in online search, and a search autobidder that adjusts ads every 15 minutes (Jun 2025 investor presentation). P&G's 2026 annual report lists programmatic shelf tools among the AI and data capabilities it has built.
Perfume Development Digital Suite and Molecular Discovery SuiteBy Dec 2024
The Perfume Development Digital Suite is a set of AI and data tools that catalogues scent profiles and molecular data and builds perfume character models from consumer insight, letting Procter & Gamble create fragrances five times faster (Dec 2024). P&G presented a Molecular Discovery Suite for AI-driven innovation at CAGNY in Feb 2026 and credits AI-enabled molecular discovery in Tide evo (Jun 2026).
Project GenieBy Nov 2024
Project Genie gathers knowledge from articles and help documents and drafts consumer-friendly replies for Procter & Gamble's customer service representatives, which P&G says reduced question processing time and improved handling times.
- Users
- 800+ customer service representatives (Nov 2024)
Vendors and partners
Microsoft (Azure)Jun 2022
Preferred cloud provider for digital manufacturing; Azure IoT Operations and Azure Arc for plant AI; Azure-based corporate data lake · Procter & Gamble and Microsoft set up a joint Digital Enablement Office in 2022 to deploy Azure and run manufacturing pilots in baby care and paper products in Egypt, India, Japan and the United States.
Google CloudJul 2020
Data analytics and AI for consumer data, including BigQuery and TensorFlow · Google Cloud said in Jul 2020 that Procter & Gamble was moving first- and third-party consumer data into an enterprise data lake architecture on Google Cloud for more personalized consumer experiences, citing Lumi by Pampers and Oral-B iO; P&G has not said what runs there today.
OpenAI2023
Model provider behind chatPG at launch · CIO Vittorio Cretella said in Oct 2023 that chatPG is built on OpenAI's API; P&G has not named the other models chatPG now offers.
Harvard Business School
AI research and training partner · Procter & Gamble runs an internal data science certification with Harvard Business School (Oct 2023), ran a 776-person field experiment on AI and teamwork with its Digital Data Design Institute, Wharton and ESSEC researchers (published Mar 2025), and runs an eight-week executive AI program with Harvard Business School and BCG.
Boston Consulting Group
Co-runs the eight-week executive AI program · More than 4,000 Procter & Gamble executives had completed the program by Dec 2025.
Haut.AIBy Jun 2026
AI partner for Olay Skin Advisor · Olay added generative AI and predictive modeling to its ten-year-old Skin Advisor with Haut.AI (Jun 2026).
Leadership
AI, data and platform leaders
Executives
AI org map
Central IT and enterprise data science build shared AI platforms; business functions deliver the use cases
Procter & Gamble has no chief AI officer: CIO Seth Cohen is responsible for the digital transformation strategy and speaks for the AI factory, and Jeff Goldman, vice president of enterprise data science, leads P&G's business AI initiatives. Before Shailesh Jejurikar became CEO on Jan 1, 2026, he led Information Technology and Global Business Services as COO, according to his P&G biography; P&G has not published who the CIO reports to now.
Procter & Gamble's AI workforce sits in three places: IT under CIO Seth Cohen, which builds the AI factory and the generative AI tools; enterprise data science under Jeff Goldman, with several hundred data scientists and AI engineers (Dec 2025); and AI and digital specialists inside R&D, analytics and insights, brand building and Product Supply, including a Bucharest AI Accelerator team set up in 2024. P&G has not published a total count of its AI and data staff. P&G also trains beyond specialists: more than 4,000 executives have completed an eight-week AI program, quantitative analysts can take a 15-week Friends of Data Science certification (Dec 2025), and the SPARK program builds digital and automation skills on plant floors (Sep 2026).
Reporting lines
Chairman, President and CEO
Finance and Accounting
Andre Schulten, CFO
Information Technology
Seth Cohen, CIO
Line not published; IT reported to Shailesh Jejurikar when he was COO
Enterprise Data Science and AI factory
Jeff Goldman, Vice President
Several hundred data scientists and AI engineers (Dec 2025); line not published, placed under IT because the CIO presents the AI factory
Global Business Services
April Cielica, President
More than 6,000 employees running infrastructure, systems and shared services; line not published
Research, Development and Innovation
Nearly $2 billion a year of R&D; home of the fragrance and molecular discovery AI suites
Brand Building
Marc Pritchard, Chief Brand Officer
Product Supply
Nearly 65,000 people, 110 plants and 200 distribution centers; line not published
Procter & Gamble lists its executive officers in its Form 10-K but does not publish reporting lines. The chart places each function under the CEO, and enterprise data science under IT, as inferences: Andre Schulten, Victor Aguilar and Marc Pritchard are executive officers (Aug 2026), while Seth Cohen, Kirti Singh, Luc Reynaert and April Cielica appear on P&G's leadership page but not in the executive officer list.
Named people
Use cases
Procter & Gamble has not published a count of its AI use cases beyond the more than 35 that its CIO cited for chatPG in Oct 2023; its named AI systems cover supply chain and plant quality, media and creative work, retailer search, fragrance and molecule discovery, consumer apps and customer service, with agent pilots in advertising, supply chain and consumer relations (Dec 2025). Procter & Gamble has reported a business return for one of them: AI-driven ad testing at a tenth of its former cost (Feb 2025). Procter & Gamble reports no firm-level AI return; its other AI results measure speed or availability, such as a 15% cut in out-of-stocks in Brazil, and its productivity savings, including $1.5 billion in Product Supply in fiscal 2026, are not split by cause.
| Use case | Area | Status | ROI |
|---|---|---|---|
| Order scheduling in Brazil A Procter & Gamble analytical AI system in Brazil splits customer orders into truck-size loads and schedules them by how urgently each store shelf needs the product, and MIT Sloan Management Review reported in Dec 2025 that it cut out-of-stock occurrences in Brazil by 15%. | Supply chain | In production | |
| Touchless quality checks Procter & Gamble is replacing batch sampling with real-time inspection on production lines fitted with sensors and cameras (Dec 2024), and P&G said in Oct 2026 that intelligent vision systems perform precise quality checks that reduce scrap waste. | Manufacturing | In production | |
| Predictive maintenance and quality on Azure IoT Operations Procter & Gamble runs machine learning models at the edge of its production lines to predict equipment problems and monitor quality, and Microsoft said in Aug 2025 that the system sharply reduced unplanned equipment halts. | Manufacturing | In production | |
| Unattended Operations Procter & Gamble's Grooming plant in Berlin runs a four-hour unattended night shift, and P&G has started to expand Unattended Operations pilots to other sites (Oct 2026); P&G describes the work as automation and has not said what part AI plays. | Manufacturing | Pilot | |
| Concept and copy testing Procter & Gamble uses generative AI to generate ad concepts and test copy against thousands of in-market examples, which CFO Andre Schulten said at a Dec 2024 investor conference cut testing from several months to a few days; P&G's AI Studios tested and refined the Swiffer Power Mop campaign (Dec 2024). | Brand building | In production | Ad testing at a tenth of its former cost, credited to AI by CFO Andre Schulten (Feb 2025)Source |
| AI content creation engine Procter & Gamble's 2026 annual report describes a content creation engine that combines in-house creatives, agency partners, creators, brand fans and AI to produce hundreds of pieces of content at any given time. For Pantene Sunkiss Glow Spray, P&G said in Jul 2026 that the Pantene Europe team, using AI alongside human creativity, made five times the creative assets, five times faster, at one-fifth the cost, a single-campaign result. | Brand building | In production | |
| Media decisioning and automated media buying Procter & Gamble combines media viewing and consumer data in Consumer 360 and uses target audience algorithms for automated media buying at the right frequency each week (Jun 2025 investor presentation). Jeff Goldman said a large share of P&G's AI value comes from analytical AI, citing media decisioning and supply chain (Dec 2025). | Brand building | In production | |
| Search content optimizer and search autobidder Procter & Gamble's digital shelf tools use generative AI to optimize ads and product descriptions on retailer sites and run a search autobidder that adjusts ads every 15 minutes (Jun 2025). | E-commerce | In production | |
| Perfume Development Digital Suite Procter & Gamble's fragrance developers use AI models built from millions of data points and consumer insight to predict winning perfume formulations, creating fragrances five times faster than before. | R&D | In production | |
| Molecular Discovery Suite Procter & Gamble uses AI-driven molecular discovery to solve formulation problems, presenting the Unstopables Luxe laundry scent booster as an example at CAGNY in Feb 2026 and crediting AI-enabled molecular discovery in Tide evo laundry tiles (Jun 2026). | R&D | In production | |
| Great Idea Generator Procter & Gamble's Great Idea Generator creates product and advertising concepts from consumer trends and the results of past concept tests (Dec 2025). | R&D and marketing | In production | |
| Project Genie Project Genie gathers answers from articles and help documents and drafts replies for more than 800 Procter & Gamble customer service representatives, which P&G says cut question processing time (Nov 2024). | Consumer service | In production | |
| Pampers My Perfect Fit An AI model in the Pampers Club app recommends a diaper size from a baby's age, weight, height and fit details with 90% size accuracy, and Procter & Gamble deployed it in the U.S., Canada, Germany, France, the UK, Spain and Japan through the AI factory (Oct 2023). | Consumer apps | In production | |
| Olay Skin Advisor Olay added generative AI and predictive modeling to its Skin Advisor with Haut.AI so it can simulate how a recommended routine should change a user's skin over four to eight weeks, drawing on more than 10,000 AI-generated face profiles (Jun 2026). | Consumer apps | In production | |
| chatPG and generative AI tools for employees Procter & Gamble employees use chatPG for secure access to a choice of large language models, askPG to query internal documents, imagePG for images and video, and insightsPG to query business data in plain language. | Firmwide | In production | |
| Agent pilots Procter & Gamble runs agent pilots in advertising, supply chain and consumer relations with a human kept in the loop, and its AI factory registers and monitors the agents (Dec 2025). | Firmwide | Pilot |
Adoption
Procter & Gamble spread AI in layers: analytical models built in the AI factory from around 2021, which CIO Vittorio Cretella said covered 80% of the global business by Oct 2023; chatPG for employees from Sep 2023, with 8,000 requests in its first two hours and 30,000 users by Jul 2024; and agent pilots by Dec 2025. Access to chatPG requires a short mandatory training and a signed acceptable-use policy, and AI training was becoming part of standard onboarding by Jul 2024. More than 4,000 P&G executives had completed an eight-week AI program by Dec 2025, and one North America Home Care IT leader had trained more than 1,600 employees by Jan 2025. Procter & Gamble has published no user count since Jul 2024 and no weekly or daily usage rate.
By the numbers
Rollout, first pilot to today
2021
Around 2021, Procter & Gamble's leaders saw costly delays in moving AI from prototype to scale, which led to the AI factory built by its enterprise data science team.
Jun 2022
Procter & Gamble named Microsoft its preferred cloud provider for digital manufacturing in a multiyear deal to digitize data from more than 100 manufacturing sites on Azure, with manufacturing AI pilots in Egypt, India, Japan and the United States.
Sep 2023
Procter & Gamble launched chatPG company-wide after a beta from Feb 2023, built on OpenAI's API and gated by a mandatory training and acceptable-use policy.
Oct 2023
CIO Vittorio Cretella said the AI factory was used across 80% of Procter & Gamble's global business and that chatPG supported more than 35 use cases.
Mar 2024
Procter & Gamble hired PepsiCo global CIO Seth Cohen to succeed Vittorio Cretella; Cohen joined on Apr 1, 2024 and took the CIO role in Jun 2024.
Jul 2024
chatPG reached 30,000 Procter & Gamble users, and AI training was becoming part of standard onboarding.
Nov 2024
Seth Cohen wrote that Procter & Gamble had built and broadly deployed four proprietary generative AI platforms, and that Project Genie served more than 800 customer service representatives.
Dec 2024
Andre Schulten described Procter & Gamble's use of generative AI for ad concepts and copy testing, real-time quality checks on every product, and a night shift with no technician on the floor at a Gillette plant.
Mar 2025
Researchers from Harvard, Wharton and ESSEC published a field experiment with 776 Procter & Gamble employees showing that people and teams working with AI produced better product ideas faster.
Jun 2025
Procter & Gamble showed investors its Programmatic Shelf tools, including a generative AI search content optimizer, and announced up to 7,000 non-manufacturing role cuts as part of an organization redesign.
Aug 2025
Microsoft reported that Procter & Gamble runs predictive models on plant equipment through Azure IoT Operations and Azure Arc, feeding an Azure-based data lake.
Dec 2025
Procter & Gamble's AI factory was registering and monitoring agents, agent pilots ran in advertising, supply chain and consumer relations, and more than 4,000 executives had completed an eight-week AI program.
Feb 2026
Procter & Gamble presented its data lake and AI factory framework at CAGNY, naming all employees, data scientists and knowledge workers as AI users, with CIO Seth Cohen among the presenters.
Oct 2026
Procter & Gamble said it has started expanding Unattended Operations pilots beyond Berlin and aims to finish rolling out automation and digital tools globally by 2030.
Economics & controls
Spend and ROI
Technology and AI spending
Procter & Gamble does not disclose a technology budget or what it spends on AI. P&G invests nearly $2 billion a year in R&D, according to Victor Aguilar's P&G biography, and expects $1.5 billion to $2.0 billion of before-tax restructuring costs over fiscal 2026 and 2027, more than half of it incurred in fiscal 2026 (FY2026 Form 10-K).
Reported ROI
Procter & Gamble has published no firm-level return on AI. The one cost figure P&G has credited to AI is ad testing at a tenth of its former cost, which CFO Andre Schulten described at CAGNY in Feb 2025, according to Marketing Week. P&G's other published AI results measure availability or speed rather than money: a 15% cut in out-of-stock occurrences in Brazil from an order-scheduling system (MIT Sloan Management Review, Dec 2025), which a Jun 2025 P&G blog summarizing a Forbes interview with Seth Cohen credited to AI-driven insights without naming a market; about six months saved per model deployment; and fragrances created five times faster. For one Pantene Europe campaign, P&G said AI and human creativity together produced five times the assets at one-fifth the cost (Jul 2026).
Productivity markers
Procter & Gamble reported productivity savings of $1.8 billion a year in Jun 2025, and Andre Schulten said in Dec 2024 that P&G has a runway for $2 billion of productivity for the foreseeable future. Product Supply delivered $1.5 billion of savings through cost optimization in fiscal 2026 and reinvested more than $300 million in products and packaging (Oct 2026). Procter & Gamble does not say how much of any of these figures comes from AI.
Headcount
Procter & Gamble had about 104,000 employees on Jun 30, 2026, down 4% in a year because of its restructuring program, after about 108,000 in Jun 2024. P&G plans to cut up to 7,000 non-manufacturing roles, about 15% of that workforce, by the end of fiscal 2027, and said in Jun 2025 that the redesign would make roles broader and teams smaller, including through digitization and automation. Procter & Gamble has not said how many of the cuts come from AI.
Governance and risk
Training and accountability
Procter & Gamble requires employees to complete a mandatory training on generative AI, about 10 minutes long at launch, and sign an acceptable-use policy before using chatPG, and holds them accountable for reviewing anything the AI drafts (Oct 2023). Rafal Kawala said in Jul 2024 that P&G launched without reference architectures, evaluations or governance models and had to build its own controls, safety measures and data accuracy checks.
Data boundary
Procter & Gamble added safeguards so chatPG prompts are not used to train other models or made public (Oct 2023). P&G's Feb 2026 investor framework puts governance and security inside the AI factory and describes governance and security by design across the data lake and AI factory.
Controls on agents
Procter & Gamble's AI factory monitors and registers agents and uses the Agent2Agent Protocol and Model Context Protocol to connect them, and P&G keeps a human in the loop in its agent pilots (Dec 2025). Seth Cohen described building a platform ready for reasoning models with identity controls in May 2025 (Technovation podcast summary).
Board oversight
Procter & Gamble's board has an Innovation and Technology Committee, and Chief Research, Development and Innovation Officer Victor Aguilar serves as its liaison to management, according to his P&G biography.
Disclosed risks
Procter & Gamble's FY2026 Form 10-K lists among its risks attackers using AI to find and exploit weaknesses on their own, phishing with adversarial AI techniques, and misuse or malicious use of AI as a cause of system failures. The 10-K also warns that AI used in P&G's operations may carry biases, errors or poor data, that failing to adopt AI in a timely, responsible and effective way could hurt its competitive position, and that AI is a regulated area.
Recent signals
Oct 5, 2026
Procter & Gamble said its Berlin Grooming plant runs a four-hour unattended night shift, that Unattended Operations pilots are expanding to other sites, and that intelligent vision systems now check product quality.
Aug 2026
Procter & Gamble's FY2026 Form 10-K reported about 104,000 employees, down 4%, and listed AI-enabled cyberattacks and the risks of adopting AI among its risk factors.
Jul 29, 2026
Shailesh Jejurikar said on the fiscal fourth-quarter call that Procter & Gamble is scaling AI tools across creative development and media activation and that, as processes are automated, the time from discovery to execution is moving from weeks to hours in many cases.
Jul 29, 2026
Procter & Gamble appointed Shailesh Jejurikar chairman of the board effective Aug 1, 2026, in addition to president and CEO, as Executive Chairman Jon Moeller retired.
Jul 1, 2026
Marc Pritchard used chatPG on stage in his Cannes Lions keynote, and Procter & Gamble said its Pantene Europe team used AI alongside human creativity to make five times the creative assets, five times faster, at one-fifth the cost.
Jun 26, 2026
Procter & Gamble said AI-enabled molecular discovery helped develop Tide evo, its waterless laundry tile, featured in The Wall Street Journal.
Jun 11, 2026
Olay added generative AI and predictive modeling to its Skin Advisor with Haut.AI to simulate how a skincare routine changes skin over four to eight weeks.
Jun 10, 2026
CIO Seth Cohen presented for Procter & Gamble at the Evercore Consumer and Retail Conference, after appearing with the CEO and CFO at CAGNY in Feb 2026; P&G has not published a transcript.
May 28, 2026
Procter & Gamble's Bucharest Intelligence Hub marked 20 years, noting that a Bucharest AI Accelerator team was set up in 2024 to advance AI across the company.
Apr 13, 2026
Seth Cohen told the HumanX conference that Procter & Gamble scales AI through shared platforms on a decade of data work, citing Pantene Sunkiss Glow Spray, taken from insight to concept, packaging and ads in days.
Feb 19, 2026
Seth Cohen joined Shailesh Jejurikar and Andre Schulten at CAGNY, where Procter & Gamble presented structured data platforms and AI capabilities as part of its plan for the consumer goods company of the future, and its slides laid out the core data lake, the AI factory, the Molecular Discovery Suite and touchless operations.
Jan 22, 2026
Shailesh Jejurikar, on his first earnings call as CEO, said Procter & Gamble has built data platforms, AI capabilities, programmatic shelf tools and media creation and evaluation systems, and that AI and generative AI help its teams find consumer insights at every step of the path to purchase.
Jan 1, 2026
Shailesh Jejurikar, who as COO had led Procter & Gamble's IT and Global Business Services, became CEO, succeeding Jon Moeller.
Dec 17, 2025
MIT Sloan Management Review reported that Procter & Gamble's AI factory now registers and monitors agents using the Agent2Agent and Model Context protocols, and that more than 4,000 P&G executives had completed an eight-week AI program.
Quick answers
- How does Procter & Gamble deploy AI?
- Procter & Gamble deploys AI through platforms it built itself: an AI factory, started around 2021, where data scientists build, deploy and monitor models and now agents, and chatPG, an employee assistant launched company-wide in Sep 2023 on OpenAI's API that had 30,000 users by Jul 2024. CIO Seth Cohen speaks for the program, and P&G's data lake and plant models run on Microsoft Azure. Procter & Gamble applies AI across supply chain, plant quality, media, creative work and product development.
- What does Procter & Gamble use AI for?
- Procter & Gamble has not published a count of its AI use cases beyond the more than 35 that its CIO cited for chatPG in Oct 2023; its named AI systems cover supply chain and plant quality, media and creative work, retailer search, fragrance and molecule discovery, consumer apps and customer service, with agent pilots in advertising, supply chain and consumer relations (Dec 2025). Procter & Gamble has reported a business return for one of them: AI-driven ad testing at a tenth of its former cost (Feb 2025). Procter & Gamble reports no firm-level AI return; its other AI results measure speed or availability, such as a 15% cut in out-of-stocks in Brazil, and its productivity savings, including $1.5 billion in Product Supply in fiscal 2026, are not split by cause.
- Who leads AI at Procter & Gamble?
- AI at Procter & Gamble is led by Seth Cohen (Chief Information Officer); Jeff Goldman (Vice President, Enterprise Data Science); Kirti Singh (Chief Analytics, Insights and Media Officer). Ownership of AI on the org chart: CIO Seth Cohen; P&G has not published his reporting line.
- What AI platform does Procter & Gamble use?
- P&G's AI factory gives teams shared data, tools, methods and security controls to build, deploy and monitor AI and agents, and four proprietary generative AI tools led by chatPG serve employees (Dec 2025).
- Which AI models does Procter & Gamble use?
- P&G built chatPG on OpenAI's API in 2023 and now lets employees pick among several large language models by task; P&G has not named the other providers, and its data lake and plant models run on Microsoft Azure.
- How many P&G employees use AI?
- chatPG had 30,000 users by Jul 2024, when P&G had about 108,000 employees, and more than 4,000 P&G executives had finished an eight-week AI program by Dec 2025; P&G has published no later user count.
- How far has AI spread at Procter & Gamble?
- Procter & Gamble sits at Scaling: chatPG has been open company-wide since Sep 2023 to employees who complete a mandatory training, the AI factory supported 80% of the global business by Oct 2023, AI runs in production across supply chain, plants, media, R&D and customer service, and CIO Seth Cohen joined the CEO and CFO to present it to investors (Feb 2026). Procter & Gamble falls short of Embedded because its last usage figure, 30,000 chatPG users in Jul 2024, was under a third of its roughly 108,000 staff at the time, and it reports no firm-level financial effect of AI.
Open questions
- Who does CIO Seth Cohen report to now that Shailesh Jejurikar, who oversaw IT as COO, has become CEO, and does any executive officer own AI?
- How many Procter & Gamble employees use chatPG and its sibling tools today, and how often, given that the last published count was 30,000 users in Jul 2024?
- Which large language model providers besides OpenAI sit behind chatPG, and does chatPG run on Microsoft Azure or elsewhere?
- What does Procter & Gamble spend on technology and on AI, including model and token costs?
- How many of the up to 7,000 non-manufacturing role cuts come from AI and automation, as opposed to portfolio exits and broader roles?
- What business return do Project Genie, the Perfume Development Digital Suite, the Molecular Discovery Suite, the content creation engine and Unattended Operations deliver?
- What does the 4x sales return Procter & Gamble showed for its search autobidder in Jun 2025 measure, and does P&G count the autobidder as AI?
- What sales or cost effect does the 15% cut in Brazil out-of-stocks represent, and has the order-scheduling system been rolled out to other markets?
- How much does AI-driven ad testing at a tenth of its former cost save Procter & Gamble in dollars a year?
- Does Procter & Gamble have a Chief Data and AI Officer, as a 2026 AI Magazine listing reports, and how does that role relate to the CIO and enterprise data science? P&G's leadership page lists no such role.
- Which agent pilots in advertising, supply chain and consumer relations have reached production?
- How large is Procter & Gamble's AI and data workforce in total, beyond the several hundred people in enterprise data science?
Sources
Procter & Gamble
- Leadership team
- Seth Cohen, Chief Information Officer, biography
- Shailesh Jejurikar, Chairman, President and CEO, biography
- Andre Schulten, CFO, biography
- Victor Aguilar, Chief Research, Development and Innovation Officer, biography
- Marc Pritchard, Chief Brand Officer, biography
- Kirti Singh, Chief Analytics, Insights and Media Officer, biography
- Luc Reynaert, Chief Product Supply Officer, biography
- April Cielica, President, Global Business Services, biography
- 2026 Annual Report: Creating the CPG company of the future
- 2026 Annual Report: Four interventions
- P&G blog: The four priorities powering P&G Product Supply (Oct 5, 2026)
- P&G blog: SPARK digital skills for manufacturing (Sep 24, 2026)
- P&G blog: Robots don't build brands, people do, Cannes Lions 2026 (Jul 1, 2026)
- P&G blog: The Wall Street Journal on P&G innovation (Jun 26, 2026)
- P&G blog: Bucharest Intelligence Hub celebrates 20 years (May 28, 2026)
- P&G blog: Why Consumer First always wins, Kirti Singh on the Data Talks podcast (Apr 30, 2026)
- P&G blog: Seth Cohen on accelerating AI adoption at HumanX (Apr 13, 2026)
- P&G blog: P&G at CAGNY 2026 (Feb 19, 2026)
- P&G blog: Innovation at scale, Seth Cohen with Forbes (Jun 4, 2025)
- P&G blog: Highlights from the 2025 Deutsche Bank conference (Jun 5, 2025)
- P&G blog: How AI is supplementing teamwork and innovation (Apr 4, 2025)
- P&G blog: Meet the 2024 P&G Signal Innovators (Jan 11, 2025)
- P&G blog: 100 years of P&G Analytics and Insights (Dec 13, 2024)
- P&G blog: The science behind superior products (Dec 10, 2024)
- P&G blog: Seth Cohen, 3 keys to successful digital transformation (Nov 21, 2024)
Filings and investor materials
- Procter & Gamble FY2026 Form 10-K (fiscal year ended Jun 30, 2026)
- Form 8-K exhibit: Jon Moeller to retire, Shailesh Jejurikar to become chairman (Jul 29, 2026)
- P&G to webcast Seth Cohen's presentation at the Evercore Consumer and Retail Conference (Jun 4, 2026)
- Form 8-K exhibit: Shailesh Jejurikar to succeed Jon Moeller as CEO (Jul 28, 2025)
- CAGNY 2026 presentation slides (Feb 19, 2026)
- 2025 Deutsche Bank Global Consumer Conference slides, Form 8-K exhibit (Jun 5, 2025)
Partners
News
- MIT Sloan Management Review: How Procter & Gamble uses AI to get new insights from data (Dec 17, 2025)
- Consumer Goods Technology: P&G prioritizes retail relationships, digital commerce and data (Jul 31, 2026)
- Consumer Goods Technology: P&G CIO shares roadmap for long-lasting AI development (Apr 21, 2026)
- Consumer Goods Technology: P&G builds on data foundation with AI-enabled optimizations (Jan 27, 2026)
- Consumer Goods Technology: Olay upgrades Skin Advisor with gen AI and predictive modeling (Jun 11, 2026)
- Consumer Goods Technology: P&G taps into AI and automation for faster, smarter operations (Dec 3, 2024)
- Consumer Goods Technology: P&G's chatPG generative AI tool scaling across business (Jul 18, 2024)
- Consumer Goods Technology: PepsiCo's Seth Cohen to join P&G as global CIO (Mar 6, 2024)
- Consumer Goods Technology: P&G's AI factory scaling data science innovations (Oct 19, 2023)
- CIO Dive: How P&G rolled out its internal generative AI model (Oct 18, 2023)
- Fortune: AI teamwork study with Procter & Gamble employees (Mar 25, 2025)
- Marketing Week: P&G on using AI to deliver best possible value from ad spend, CAGNY (Feb 20, 2025)
- Metis Strategy: Technovation podcast, Seth Cohen episode summary (May 22, 2025)
Data confidence
- Confirmed
- Stated in a primary or reputable public source.
- Estimated
- Derived or approximated from public reporting.
- Unconfirmed
- Reported, but not yet corroborated.
Procter & Gamble profile · Enterprise AI diffusion report by Imagine · facts checked against their sources on Nov 1, 2026
