Change management at scale: how Shiseido is using data and AI

Shiseido is using innovation and technology to drive gradual transformation across all of its 26 brands to prepare them for the future.

Shiseido, the Japanese cosmetics business, is using huge volumes of data, artificial intelligence and a range of other digital tools to deepen its understanding of consumers and modernise a 140 year-old business.

Alessio Rossi, the company's New York-based global chief digital officer, described to an audience at the dmexco conference (Cologne, September 2017) how the organisation is using innovation and technology to drive gradual transformation across all o

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands