Rudy Lai
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卓
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rudyl.aiAI market researchALPHA

AI @ Clorox

Cleaning and household products
Industry
Last updated
July 3, 2025 at 10:44 AM

Summary

  • Clorox has progressively integrated AI technologies from 2018 through 2025, evolving from chatbot implementation (RenewLife) to advanced generative AI tools across marketing, R&D, and consumer insights.
  • The company undertook a $580 million digital transformation centered on AI-driven innovation, including use of generative AI for advertising and product concept creation, investments in ERP modernization with AI capabilities, and advanced data analytics to understand consumer trends and sentiments.
  • Despite accelerating AI use, including CEO Linda Rendle's active leadership, Clorox experienced cybersecurity challenges in 2023 resulting in lawsuits, and its AI initiatives remain experimental with some missteps (e.g., AI-generated ads) and ongoing efforts to scale ROI and full adoption.

VIBE METER

More AI announcements = more VIBE
Q1 23Q2 23Q3 23Q4 23Q1 24Q2 24Q3 24Q4 24Q1 25Q2 25Q3 25Q4 25🔥🔥🔥🔥

5 AI Use Cases at Clorox

Consumer Insights
2025
Customer Facing
Traditional
Generative
Agentic
Outcome
Clorox uses AI to analyze social media sentiment, purchase behavior, and trending consumer preferences to gain nuanced insights for product development and marketing strategies. [1][2][3]
Product Innovation
2025
Traditional
Generative
Agentic
Outcome
Revenue
Generative AI assists Clorox's R&D teams in brainstorming new product concepts, creating digital prototypes rapidly to accelerate innovation cycles, particularly for brands like Hidden Valley Ranch. [1][2][3]
Advertising Optimization
2025
Customer Facing
Traditional
Generative
Agentic
Outcome
Revenue
Utilization of generative AI to produce diverse ad variants and creative visual content quickly, enabling testing and deployment of targeted advertising campaigns. [1][2]
Supply Chain Optimization
2025
Traditional
Generative
Agentic
Outcome
Costs
Clorox applies AI and data lake technologies integrated with new ERP systems to optimize supply chain operations, improve demand forecasting, and enhance margins. [1][2]
Customer Service
2021
Customer Facing
Traditional
Generative
Agentic
Outcome
AI-powered chatbots provide consumers with vital sanitization and disinfecting product information, particularly during the COVID-19 pandemic, improving engagement and responsiveness. [1]

Timeline

2025 Q4: no updates

2025 Q3

2 updates

Clorox actively expanding generative AI across advertising, R&D, and consumer insights under CEO Linda Rendle; coping with cybersecurity lawsuits related to 2023 breach; AI adoption remains experimental yet strategic with ambitious investment.

2025 Q2

2 updates

Announced imminent go-live of new SAP ERP system combined with data lake and AI investments to improve margins and digital commerce capabilities; leveraged AI for customer feedback analysis.

2025 Q1

1 updates

Defended $580 million digital transformation investment focusing on IT modernization and ERP upgrade integrating generative AI components despite some skepticism.

2024 Q4

1 updates

Applied advanced AI algorithms to extract nuanced consumer needs from social media and other digital signals to innovate consumer experiences.

2024 Q3

1 updates

Reported use of modern AI-powered tools to enhance organizational agility, consumer learning at scale, and accelerated product development through generative AI investments.

2024 Q2

2 updates

Accelerated innovation investments, including generative AI for rapid prototype development, digital transformation initiatives integrated AI tools, and a focus on sustainability and market trend tracking.

2024 Q1: no updates

2023 Q4

2 updates

Faced a major cybersecurity breach leading to lawsuits; concurrently invested in AI-enhanced cybersecurity and data analytics capabilities led by Anna Conte at Clorox Canada.

2023 Q3: no updates

2023 Q2: no updates

2023 Q1: no updates

2022 Q4: no updates

2022 Q3: no updates

2022 Q2: no updates

2022 Q1: no updates

2021 Q4: no updates

2021 Q3: no updates

2021 Q2

1 updates

Expanded AI chatbot application to customer service inquiries, providing critical sanitizing and disinfecting information amid pandemic demand.

2021 Q1

1 updates

Leveraged AI and machine learning to educate consumers on COVID-19 and manage product shortages, enhancing information dissemination during the pandemic.

2020 Q4: no updates

2020 Q3: no updates

2020 Q2: no updates

2020 Q1: no updates

2019 Q4: no updates

2019 Q3: no updates

2019 Q2: no updates

2019 Q1: no updates

2018 Q4: no updates

2018 Q3

1 updates

Launch of AI-enabled chatbot for RenewLife brand, marking Clorox's initial AI adoption aimed at improving consumer interactions and business capability.