How Procter & Gamble Uses AI Consumer Simulations to Accelerate Product Testing and Marketing Precision

By: GoBeyond Team

July 3, 2025

3 min read

P&G AI simulation interface showing consumer reaction modeling

Quick Overview

Procter & Gamble integrated AI into virtual testing environments to simulate consumer reactions to product concepts, packaging, and advertising. This predictive approach replaced traditional focus groups, enabling rapid refinement of marketing assets and reducing time to market. AI-driven simulations allowed P&G to test multiple scenarios quickly and optimize product features based on consumer feedback.

Procter & Gamble

Company Size

Large multinational consumer goods

Revenue Range

$80B+ annual revenue

Primary Challenge

Accelerating product concept testing and improving marketing precision

Key Metrics

\- Accelerated product testing cycles\- Reduced reliance on traditional focus groups\- Improved marketing asset effectiveness\- Faster time to market

The Problem

Traditional focus groups were slow, costly, and limited in scale and speed

The Solution

AI-powered virtual consumer simulation platform modeling reactions to product concepts and marketing materials

Results

\- Faster product development and testing\- More precise marketing strategies\- Reduced costs and time associated with focus groups\- Enhanced consumer-centric innovation