Barilla’s Leap into AI: Driving Commerce Growth and Efficiency
ROI impact:
Streamlined Operations: Practical AI tools streamlined processes and improved productivity and decision-making across teams.
Enhanced AI Capability: Experiment-led prototypes equipped the team with hands-on AI skills, driving innovation and operational efficiency.
Strengthened Market Position: A forward-looking retail media strategy positioned Barilla as a digital innovation leader in commerce.
What We Did
AI Skills Development: Delivered targeted training to integrate AI into Barilla’s core operations, empowering teams with hands-on AI tools and GPT demos.
Operational Efficiency Enhancements: Identified digital tools and streamlined processes, improving productivity and enabling smarter, data-driven decisions.
Market Positioning and Sales Strategy: Developed AI-driven retail media and e-commerce strategies to increase sales and solidify Barilla’s competitive standing.
AI-Powered Retail Media Prototype: Built a decision-support tool enabling retail media managers to optimise campaign planning and execution.
The Challenge
Barilla wanted to enhance its commerce and retail media capabilities through AI but needed guidance on integrating generative AI into core operations. They aimed to streamline their processes, improve decision-making, and strengthen their market position but faced gaps in digital skills and strategy alignment. Barilla’s goal was a robust, transformative strategy that would position them as a digital innovation leader.
Measurable Outcomes
Our program provided Barilla with both strategic guidance and practical tools for a digital-first transformation:
Enhanced Digital Skills and AI Competency: Teams are now skilled in data analysis techniques and prepared to leverage AI in day-to-day operations.
Streamlined Processes and Improved Efficiency: Operational improvements have made decision-making faster and more effective across departments.
Positioned as an Industry Leader: With an AI-driven retail media strategy, Barilla is now poised as a leader in digital innovation within their market.
Retail Media Prototype
Together we built an AI prototype tool to optimise campaign planning and execution. By doing this, the team got an immediate productivity and decision-making boost, but also learned how to use AI in a complex workflow – a hugely beneficial and pertinent skill for the future.
“Working with Brilliant Noise we were able to fill in the gaps in one another’s knowledge and develop our approach towards AI as a team. It’s quickly converted into action and a commitment to experiment. Now we’re set for using AI for digital commerce efficiency.”
Guy Keeling, Global Vice President of Digital Commerce, Barilla
AI Integration Benefits
Enhanced Team Competency
Hands-on prototypes and training quickly built practical AI skills, empowering teams to innovate independently.
Increased Operational Efficiency
AI tools streamlined workflows, boosting productivity and reducing time spent on manual processes.
Improved Decision-Making
AI-driven insights enabled data-backed strategies, enhancing campaign planning and execution.