The Procter & Gamble Company (PG) The 6th Annual Evercore Consumer & Retail Conference summary

Digital transformation and technology strategy

• Focus on leveraging a unified global SAP system and structured data to power AI and digital capabilities across the business.

• Four key digital priorities: integrated brand building, supply chain modernization (Supply Chain 3.0), R&D acceleration, and internal efficiencies.

• Core data lake and AI factory enable scalable digital products and cross-functional data integration.

• Emphasis on Generative Engine Optimization (GEO) to optimize product visibility and consumer engagement across digital platforms.

• Internalization of agency functions and automation of media buying for greater efficiency and impact.

Competitive landscape and digital commerce

• Adapting to competition from digital-native brands by scaling successful digital engagement strategies, especially in beauty.

• Five vectors of superiority (product, package, communication, selling, value) guide competitive positioning on platforms like Amazon and Walmart.

• Use of proprietary consumer behavioral data to optimize product descriptions and search relevance on retailer platforms.

• Focus on ratings, reviews, and generative search to enhance organic visibility and consumer trust.

Marketing innovation and influencer management

• Rapid media proliferation requires generating and adapting 10x-200x more content, leveraging generative AI and in-house creative capabilities.

• Real-time measurement and optimization of influencer (KOL) and user-generated content performance using AI.

• Insights from China’s influencer ecosystem inform global strategies for systematic management of KOLs and user content.

• Integrated brand-building teams collaborate across functions to ensure agile execution and alignment with consumer behavior insights.