Procter Gamble Uses AI To Unlock Insights

Procter & Gamble said on its Jan. 23, 2026 earnings call that it is deploying data and AI, including generative models, to surface consumer-relevant insights across social media, shopper research and brand fan sites. The company reported fiscal Q2 net sales of $22.2 billion, upheld full-year sales growth guidance of 1%–5%, and signaled marketing shifts toward retail-media and AI-driven creative activation.