Speed is one of AI’s easiest wins and one of its biggest traps. In this episode Bastien Parizot of Reckitt explains why faster execution alone is not a business case for AI adoption. At Reckitt, AI initiatives live or die by a simple test: can they deliver higher‑quality outcomes? “If it’s faster but not better,” Parizot says, “it’s a lot of investment for not really making our business better.”

Parizot outlines Reckitt’s proof‑of‑value framework and its “deep and narrow” rollout across marketing and R&D, where AI is embedded directly into everyday work rather than siloed pilots. Projects that save time but fail to raise standards are stopped outright.

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