Data and AI: powering our business, empowering our teams
For the past four years, the Group has moved to a new wave of digital acceleration focused on leveraging data and AI on a large scale to enhance our consumer knowledge and gain precision in our business planning.
As tastes get more sophisticated and routes to market more saturated, data and artificial intelligence (AI) are enhancing our ability to rise above the noise and better identify our consumer needs.
Understanding and satisfying individual consumer choice is the North Star for our industry. And new technology is empowering Pernod Ricard with more detailed information - helping us uncover new trends, zoom in on what matters most to consumers, and ultimately make more informed and agile decisions.
Today, our teams have access to a suite of powerful proprietary tools - our Key Digital Programs - that analyse millions of data points to provide valuable insights, guiding strategic processes such as marketing investments and sales execution.
Beyond developing the tools themselves, we have created a new internal division formed of 200 experts who continue to explore AI-powered innovations, specifically those offered by generative AI.
We follow 70-80% of a tool’s recommendations. As fascinating and powerful as AI can be, it is mainly based on data from the past. We also need the creativity and intuition of our teams to seed the future.”
Focusing on the right investment
Matrix is our in-house marketing performance programme. It brings greater precision to our marketing efforts, improving performance and cost-effectiveness by evaluating the impact on sales for spend across various channels.
By defining the right level of investment and the right marketing channel, our teams ensure each of our brands thrive in each opportunity. Matrix delivers accurate, data-driven predictions of investment impact, helping us understand precisely where we can cut spend without risk - and where we can invest more to maximise sales.
Matrix’s recommendations on investment levels and media mix allowed us to improve our marketing effectiveness by 7% over FY24. This focus on marketing efficiency has supported Japan’s collective effort to build more brands behind stronger route-to-market, enabling our net sales growth of 20%.”
The Island, Paris, France