This Is Not a Pilot: Lessons from Reckitt’s Global Rollout of Agentic AI
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This Is Not a Pilot: Lessons from Reckitt’s Global Rollout of Agentic AI
If 2025 is the year of agentic AI, Reckitt is already deep into the rollout. While most brands are still experimenting with pilot projects, Reckitt has deployed a suite of AI-powered marketing agents to over 500 marketers across four markets – with that number set to double by year-end.
“This is not a proof of concept (POC),” says David Billings, vice president at Empathy Lab by EPAM. “This is at scale. Full production. Real users.”
Built in partnership with Empathy Lab, the platform includes 10 integrated tools – from brand strategy assistants to media planning and performance monitoring. But while the tech is advanced, it’s not about full autonomy just yet. “I think from here it’ll be the evolution into those fully autonomous workflows,” said Sameen Gul, Reckitt’s global product director for digital and GenAI.
“People are still nervous about taking the hands completely off controls,” adds Billings – but part of what makes this different from the usual chatbot hype is its application. “When we talk about agents, often we’re talking about workflows where the agent steps outside of the chat window. Retrieving data, triggering machine learning (ML) models – that’s where it starts to drive real value.”
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