P&G–Harvard Study: Gen AI Boosts CPG Team Efficiency by 12%

A new study from Procter & Gamble and Harvard Business School suggests that generative AI isn't just a buzzword — it’s a measurable productivity tool. The research found that CPG teams using Gen AI completed tasks 12% faster, without compromising quality.

The study, conducted in partnership with Harvard professor Karim Lakhani, tracked over 200 marketing and innovation professionals across real-world use cases. Participants who used AI tools such as ChatGPT were able to accelerate brainstorming, content development, and data analysis, demonstrating clear efficiency gains across cross-functional teams.

Importantly, the study emphasized that Gen AI is most effective when paired with human oversight. It enhanced performance on ideation and repetitive tasks but required strong human judgment for strategic and brand-sensitive decisions.

For P&G, the findings help validate its internal push to integrate Gen AI into workflows — not as a replacement, but as a co-pilot.

corpbrief insight:

Gen AI is moving from pilot to playbook. As shown by P&G and Harvard, brands that embrace AI as a teammate — not a shortcut — are building smarter, faster teams equipped for the future of work.