---
id: "entity-org-procter-gamble"
type: "entity"
source_timestamps: ["§ Shift 1: AI Recommendations Are Becoming More Influential"]
tags: ["advertiser", "fmcg"]
related: ["claim-ai-pull-over-ad-push", "contrarian-ad-spend-reduction"]
entityType: "organization"
canonicalName: "Procter & Gamble"
aliases: ["P&G"]
sources: ["geo"]
sourceVaultSlug: "hbr-seg-geo"
originDay: 3
articleStem: "hbr-ext-11-llms-overtaking-search"
sourceUrl: "https://hbr.org/2026/03/llms-are-overtaking-search-heres-how-to-adjust-your-online-presence"
sourceTitle: "LLMs Are Overtaking Search. Here’s How to Adjust Your Online Presence."
---
# Procter & Gamble (P&G)

**Procter & Gamble (P&G)** is cited as the archetype of a traditional high-spending advertiser — roughly **$9 billion annually** to push recognition for brands like Pampers, Tide, and Gillette — a strategy the authors argue is becoming less effective as consumers shift trust toward AI recommendations (see [[claim-ai-pull-over-ad-push]] and the contrarian budget move [[contrarian-ad-spend-reduction]]).

**Canonical reference (enrichment):** https://www.pg.com — global consumer-goods company and, per external reporting, one of the world's largest advertisers, corroborating the multi-billion-dollar spend figure.