Bastien Parizot explains how Reckitt is embedding AI into core business processes — and why it refuses to deploy the technology unless it clearly improves quality, not just speed.
Speed is one of AI’s easiest wins and one of its biggest traps. In this episode Bastien Parizot of Reckitt explains why faster execution alone is not a business case for AI adoption. At Reckitt, AI initiatives live or die by a simple test: can they deliver higher‑quality outcomes? “If it’s faster but not better,” Parizot says, “it’s a lot of investment for not really making our business better.”
Parizot outlines Reckitt’s proof‑of‑value framework and its “deep and narrow” rollout across marketing and R&D, where AI is embedded directly into everyday work rather than siloed pilots. Projects that save time but fail to raise standards are stopped outright.