P&G has deployed its own GenAI model — What's Next is Everything

Built using OpenAI’s API in order to avoid the risk of proprietary data being used to train models or getting exposed to the public. While AI has been in use at the CPG giant for yers, GenAI opens up new use cases and exponentially increased the number of workers who can benefit from the technology.

ORLANDO, Fla. — Procter & Gamble has rolled out an internal generative AI tool with capabilities similar to off-the-shelf models, only with stronger intellectual property safeguards, according to CIO Vittorio Cretella.
The tool, called chatPG, was first introduced in beta mode in February, Cretella told CIO Dive in a Tuesday interview. The company officially launched the internal tool in September.
“We are more than experimenting,” Cretella said. “We have more than 35 use cases where that model is being complemented with internal data.”
P&G has a rich history related to AI. The company had already introduced a bot based on a foundational model in the summer of 2022, according to Cretella, which assisted cloud engineers.
That investment let the company experiment and pilot different generative AI tools as other companies began jumping on the trend post-ChatGPT’s debut.
The model itself was built using OpenAI’s API. The company wanted to ensure information from prompts wasn’t training other models or available to the public, so the company added safeguards.