The #1 Challenge of AI Transformation (and How Bastien - Reckitt Solves It)

Scaling AI Beyond Pilots: Inside Reckitt’s Enterprise Transformation

In this episode of the Ecommert® Podcast, we sit down with Bastien Parizot, SVP IT & Digital, Marketing & Transformation / CIDO Emerging Markets at Reckitt, to explore what it really takes to scale AI across a global CPG powerhouse.

Bastien shares how Reckitt is moving beyond pilots to build enterprise-wide intelligent platforms — starting with their “Insights Engine.”

🔑 Key Highlights

• Deep & Narrow AI: Why Reckitt prioritizes focused deployment over broad experimentation. • Data Depth Shock: Why automotive data now rivals CPG in scale and precision.

• Brand Search Disruption: How GPTs will shrink digital shelf visibility to one or two answers.

• AI Without FOMO: Avoiding the “shiny object” trap to deliver measurable value.

• Responsible AI: How Reckitt enforces transparency and human oversight across solutions.

A sharp, reality-driven look at how CPG leaders are navigating the next wave of AI transformation.

🎥 Watch or listen on your favorite platform:

Mert Damlapinar | ecommert

About ecommert We partner with CPG businesses and leading technology companies of all sizes to accelerate growth through AI-driven digital commerce solutions. Our expertise spans e-channel strategy, retail media optimization, and digital shelf analytics, ensuring smarter and more efficient operations across B2C, eB2B, and DTC channels.

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