Haleon pilots AI tool for health ads with inclusive precision
Haleon recently launched an AI-powered Health Inclusivity Screener aimed at making health advertising more accessible and inclusive. Partnering with CreativeX, this tool assesses digital marketing content based on accessibility and representation metrics, ensuring messages are easily understood and diverse. In a pilot with Panadol ads across nine global markets, Haleon identified opportunities for adjustments, like diversifying age and skin tone representation, which led to a 25% increase in ROI when adding audio to otherwise silent ads.
The screener lets Haleon make quick, data-informed changes, catering content to various consumer groups effectively. Meredith Herman, Haleon’s VP of global marketing, noted that the tool supports their goal of enhancing consumer comprehension, ultimately boosting health outcomes. It also allows brands to address gaps in inclusivity and cultural relevance, a priority underscored by research showing many consumers feel underrepresented in global advertising.
Haleon’s tool combines AI insights with human oversight, making it adaptable across diverse markets, including disparate regions like Australia and Saudi Arabia. By leading with inclusivity, Haleon aligns with its mission to break down health barriers for consumers.
Read more at Campaign US.
