Colgate-Palmolive finds the limits of artificial intelligence

Colgate-Palmolive, the consumer products company, used artificial intelligence (AI) to try a gain a clearer perspective on the payback from its retail promotions.

Colgate-Palmolive set artificial intelligence (AI) to work as it sought to tackle one of the thorniest problems in marketing: discovering the true return on investment (ROI) from its retail promotions.

Given that consumer packaged goods (CPG) manufacturers...

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