Toothpaste maker Colgate testing new product concepts on ‘digital twins’

By Jessica DiNapoli

NEW YORK (Reuters) – Colgate-Palmolive (NYSE:CL) is soliciting suggestions on attainable new product from “digital twins” of potential customers, the corporate’s chief analytics & insights officer Diana Schildhouse stated on a Reuters NEXT panel on Tuesday.

New York-based Colgate constructed the “digital twins” – programmed to simulate a real-life client – internally to hurry up the method of developing with new and enhanced merchandise, Schildhouse stated. The computerized customers will reply and react to claims and new options of the attainable new merchandise, she stated.

Firms also can make “digital twins” of their provide chains, for instance, permitting them to investigate the place issues might come up and tips on how to repair them.

Shopper items makers like Colgate look to develop new variations of family staples like toothpaste, dish cleaning soap and bathroom paper to encouraging customers to purchase extra and pay steeper costs. The trade has seen faltering gross sales as cash-strapped consumers pull again after years of inflation.

Schildhouse stated on the sidelines of the Reuters NEXT convention that Colgate will nonetheless check new merchandise on human customers for his or her suggestions.

Colgate has additionally labored with agency Market Logic on growing a generative synthetic intelligence program to investigate its proprietary client analysis, Schildhouse stated.

Colgate staff can question this system to go looking the corporate’s client analysis about tooth whitening tendencies in sure geographies, for instance, Schildhouse stated on the sidelines of the convention.

She stated any new expertise Colgate adopts like generative synthetic intelligence has to create worth for the corporate, serving to develop gross sales, reducing prices or saving time.

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