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  "documentTitle": "2025 Executive Perspectives Unlocking Impact from AI Driving Sustaingable Cost Advantage with AI",
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      "text": "Actions taken: Launched multiple pilot lighthouses and invested heavily in change efforts to implement GenAI solutions. Used GenAI to reduce time spent on retrieving knowledge from consumer insights and data, and create new product concepts. Automated contextual analysis to rapidly analyze campaign metrics vs. brief. Implemented faster creative origination and content production, e.g., automated translation and modification of existing marketing assets from one market to other markets. Used AI-generated reports to reduce manual time spent on day-to-day marketing tasks and monthly reporting. Invested heavily in change management and upskilling efforts.",
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      "text": "Context: A global CPG company had a strong desire to drive growth and competitive advantage and significantly reduced marketing operational costs by €250M. BCG partnered with the client's marketing team to apply GenAI to boost competitive advantage in core marketing activities via three workstreams: Data-rich human insights, Inspired creativity and higher effectiveness, Marketing productivity.",
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      "text": "Case example 1 – Codified knowledge | A global CPG transformed end-to-end marketing processes enabled by AI",
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