---
id: "entity-procter-and-gamble"
type: "entity"
entityType: "organization"
canonicalName: "Procter & Gamble"
aliases: ["P&G"]
source_timestamps: ["¶27", "¶28"]
tags: ["multinational", "case-study", "marketing-ai"]
related: ["action-evaluate-business-models", "concept-dual-track-ai-strategy"]
canonical_url: "pg.com"
source_url: "https://hbr.org/2025/09/how-savvy-companies-are-using-chinese-ai"
source_title: "How Savvy Companies Are Using Chinese AI"
sources: ["tail2"]
sourceVaultSlug: "hbr-seg-tail2"
originDay: 2
articleStem: "hbr-tail-123-using-chinese-ai"
sourceUrl: "https://hbr.org/2025/09/how-savvy-companies-are-using-chinese-ai"
sourceTitle: "How Savvy Companies Are Using Chinese AI"
---
# Procter & Gamble (P&G)

**Procter & Gamble (P&G)** is a U.S. multinational consumer-goods firm and the source's case study for adapting hyper-localized Chinese business models (see [[action-evaluate-business-models]]). P&G partnered with **Douyin** in China to leverage **'interest-based e-commerce'**: it co-created products using **live-streaming feedback loops**, relying on Douyin's AI infrastructure for **analytics, dynamic pricing, and targeted delivery**. This required P&G to **rethink product-development timelines** — the deeper lesson that adopting a foreign AI ecosystem also means adopting its business-model logic.

**Enrichment (WEF, NBR):** multiple case studies describe P&G's experimentation with Douyin and other Chinese platforms for AI-enhanced marketing and interest-based e-commerce. Canonical presence: pg.com.