Reckitt’s Ambitious and Future-Ready GenAI Transformation

As a global consumer goods company, Reckitt has built its reputation on both executional excellence and market agility. To continue delivering breakthrough innovations at speed, the company sought new ways to optimize its marketing capabilities and reduce costs, all while staying true to its lean, fast-moving culture. That objective led Reckitt to partner with BCG and BCG X on an ambitious GenAI transformation.  

Changing workflows across marketing to achieve new levels of performance, BCG and Reckitt worked together to develop custom solutions that automate many of the time-consuming tasks performed by marketers. BCG’s deep change management expertise, in tandem with the technical leadership of BCG X, ensured the collaboration focused on designing responsible, custom-built GenAI solutions. This suite of solutions has been deployed to hundreds of marketers across categories and markets—supported by an entirely new technology platform. 

The journey began in marketing, where a suite of GenAI tools was rolled out across the entire function. These solutions automated tasks that accounted for 30–40% of employees’ time—reinventing workflows end-to-end. As a result, time spent on routine activities dropped by up to 90%, while output quality improved two-fold. 

Encouraged by this early success, Reckitt has begun looking at how to expand the program to R&D, with promising initial results.