Reckitt is integrating artificial intelligence into business functions to improve operational effectiveness and accelerate product innovation.
One of the early implementations has been the deployment of Generative AI within marketing operations, enabling teams to enhance campaign creation, content generation, and customer engagement strategies. The company has also expanded the use of generative AI into research and development (R&D), where the technology supports faster innovation cycles and product development.
Reckitt views procurement and supply operations as the next major frontier for AI adoption. The company is already applying AI to digitize procurement processes, helping improve efficiency, data visibility, and decision making across its supply chain network.
To provide deeper insights into its digital strategy, Reckitt plans to host a dedicated “Reckitt Focus On: Digital Science” event on May 14, 2026, where it will present further details about its AI-driven transformation.
Filippo Catalano is the Chief Information and Digitisation Officer (CIO) at Reckitt, leading the company’s IT and digital transformation.
Technology modernization to support global operations
Alongside AI initiatives, Reckitt is modernizing its technology infrastructure to support a simpler and more unified global operating model.
A group-wide SAP implementation is currently underway to streamline global processes and integrate operations across different regions and functions. This transformation aims to improve operational efficiency, enhance data integration, and provide a stronger digital backbone for the organization.
Reckitt has improved in-store execution capabilities by equipping frontline teams with smart digital tools and automation. These tools enable better visibility into retail performance, inventory management, and promotional execution.
At the same time, Reckitt recognizes that the reliability of its technology infrastructure is critical to business continuity. The company has identified cybersecurity risks and potential cyber-attacks as material factors that could affect financial performance, highlighting the need for strong digital security measures.
Expansion of Global Business Services with digital platforms
Reckitt is also rolling out an end-to-end Global Business Services (GBS) strategy to enhance operational efficiency across finance, supply chain, and human resources.
The strategy involves expanding shared service operations supported by digital platforms, enabling more standardized processes, improved scalability, and stronger data-driven decision making across global operations.
Innovation and product superiority drive growth
Innovation remains central to Reckitt’s strategy as it focuses on strengthening its portfolio of Powerbrands through advanced R&D and category creation.
The company is prioritizing product superiority and innovation-led growth, using scientific research and digital technologies to develop differentiated products that address evolving consumer needs.
Supply chain transformation and increased investment
Reckitt is also transforming its supply chain model, shifting from a cost-focused approach to a value-focused strategy powered by smarter, data-driven operations.
To support this transformation and strengthen resilience, the company plans to increase capital expenditure to 4 percent of net revenue. The investment will be used to build a localized, resilient, and responsive supply chain, addressing risks created by previously modest investment levels.
AI Integration Moves from Pilot to Enterprise Scale
Reckitt is entering a more advanced phase of digital transformation, transitioning from experimental AI initiatives to structural deployment across the organization. The company is integrating generative AI into multiple functions, particularly within its Global Business Services (GBS) framework, to improve productivity and unlock long-term cost efficiencies.
Future cost savings will increasingly be driven by automation and AI-powered workflows rather than traditional cost-cutting measures. The expansion of generative AI tools is expected to streamline back-office operations, enhance analytics capabilities, and support faster decision-making across markets.
Digitized Supply Chains and Data-Driven Market Execution
Reckitt is significantly expanding its investment in digital infrastructure to modernize supply chain operations. Capital expenditure rose to 4.2 percent of net revenue as the company focused on automation, localization, and digitalization to build a more scalable and resilient supply chain.
Technology and AI investments are also improving in-market execution. The company is using advanced data analytics to optimize distribution, demand forecasting, and retail engagement, particularly in high-growth digital markets such as India and China where online and mobile commerce adoption continues to rise.
Revenue Growth and Strong Profitability
For the full year 2025, Reckitt reported total net revenue of £14.2 billion, representing a 5.0 percent like-for-like increase.
Emerging Markets Drive Expansion
Emerging markets were the primary growth engine for Reckitt in 2025, delivering 14.6 percent like-for-like growth across multiple categories and regions. Demand was particularly strong in Asia, where digital engagement and health awareness are rapidly increasing.
In addition, increased investment in supply chain infrastructure aims to address past underinvestment and build a more resilient and technologically advanced operational network.
With AI-driven transformation, digital supply chain modernization, and a sharper focus on high-margin brands, Reckitt is positioning itself for sustained growth while strengthening operational efficiency in an increasingly technology-driven consumer goods market.
RAJANI BABURAJAN
