First published in The Drum
This is not a pilot: lessons from Reckitt’s global rollout of agentic AI
Inside Reckitt’s real-world rollout of agentic AI with Empathy Lab and why marketers need to stop waiting and start doing.
Aug 05, 2025
If 2025 is the year of agentic AI, Reckitt is already ahead of the curve. While many brands are still stuck in pilot mode, Reckitt has deployed AI-powered marketing agents to over 500 marketers across four markets – and plans to double that reach by the end of the year.
“This is not a proof of concept,” says David Billings, vice president at Empathy Lab by EPAM. “This is at scale. Full production. Real users.”
Built in partnership with Empathy Lab, the platform includes 10 integrated tools – from brand strategy assistants to media planning and performance monitoring.