Haleon’s marketing leadership worked with Board of Innovation to build an AI capability for improving the performance of consumer healthcare products. BOI’s October 2025 case describes work intended to support new launches while helping established products respond to competition. BOI’s Haleon case
The system compares individual products continuously, looking for signals that may explain weaker performance. It then recommends changes across areas including price, product claims, distribution and marketing messages. That puts the analysis close to decisions a commercial team can act on for a specific item.
A recommendation still needs to be tested against what happens in market. A distribution gap calls for a different response than a message consumers don’t understand, even when both appear as disappointing sales. The case describes the capability built to help make those distinctions. It does not disclose a measured revenue increase, an ROI percentage or the number of products covered.
Board of Innovation helps commercial teams connect AI analysis to decisions about the products already in market.
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