Colgate testing new products on computerised customers
Toothpaste brand, Colgate, is testing new ideas out on “digital twins”… or, computerised customers.
Per Reuters, the company’s chief analytics & insights officer, Diana Schildhouse, revealed the move during a panel this week. Colgate is seeking feedback from the digital twins – programmed to simulate real customers – in a bid to fasten the process of making new products.
The simulated customers are reportedly giving feedback and even respond to features of the new Colgate products.
Schildhouse insisted, however, that testing on real life customers is still being undertaken.
It comes just weeks after indie agency ATime&Place launched a Black Friday campaign for Suzuki, which was developed in just three days using AI technology.
Matt Lawson, principal and CCO at ATime&Place, said of the campaign: “Due to the fast turnaround of this retail campaign it was great that AI could help us produce the film, the music, and show us what the future may look like when these sorts of prices are unleashed on the Australian market.
“AI really helped. It turns out that at this point in time, it does do two things well: lame, and chaos.”
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