How P&G is preparing its brands for AI search

How are brands like P&G preparing for a world where consumers discover products through AI, social media and LLMs instead of traditional search? In this episode of Marketing the Madness, Katie Street speaks with Rob Manhoudt, VP of Digital Commerce Europe at Procter & Gamble. Rob shares how P&G is rethinking digital commerce as consumer behaviour changes, from making product information accessible to AI platforms to understanding the growing role of social discovery, retail media and customer advocacy. Topics covered include: 00:00 – How P&G is preparing for an AI-first world 01:10 – Rob Manhoudt’s role leading digital commerce at P&G 02:44 – The shift from ecommerce to digital commerce 04:14 – How the consumer journey is changing 06:26 – How P&G is approaching visibility in LLMs 09:44 – The role of retail media in P&G’s marketing strategy 11:38 – Why fragmented customer journeys change measurement 13:11 – Why retail media needs a more holistic approach 14:24 – What makes P&G brands like Fairy so powerful 16:09 – Why consumers are becoming the voice of brands 17:34 – How AI, social and advocacy create a brand flywheel 18:56 – What’s inspiring the future of retail and brand building Subscribe for more conversations with marketing leaders exploring AI, ecommerce, retail media, digital transformation and the future of brand building. Shoptalk FALL 2026 is already shaping up to be HUGE.  If retail, tech and innovation sit anywhere in your world, now's the time to get your ticket and get it in the diary here: https://hubs.la/Q04rPP6v0   Subscribe to the podcast: Spotify: https://open.spotify.com/show/2UUIgMdZ6FdSCrux5BY7PI?si=c48bdbecb5be4a6e Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-in-the-madness/id1688996981 Connect with us: Rob Manhoudt LinkedIn: https://www.linkedin.com/in/rob-manhoudt-3715b41/ Katie Street LinkedIn: https://www.linkedin.com/in/katiestreet/ Instagram: https://www.instagram.com/streetmate/ Marketing in the Madness LinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/ Instagram: https://www.instagram.com/marketinginthemadness/