Colgate Unleashes AI Tool to Unlock Behavioral Insights for Premium Strategy

Colgate-Palmolive, in collaboration with the Indian Dental Association, launched the ‘Oral Health Movement’ to address the widespread gum problems in India, where 50% are affected but only 10% are aware. The tech-driven initiative, utilizing an AI screening tool accessible via WhatsApp or the Colgate website, has already screened 4.5 million people. The platform provides personalized oral health assessments and emphasizes the link between oral health and systemic conditions like heart disease and diabetes. Extensive outreach has reached 550 million people through QR codes on products. Despite low awareness, rural states like UP and Bihar showed unexpected engagement. Colgate, adhering to a consumer-first strategy, is navigating channel conflicts in the market while prioritizing data privacy in health data handling. The company aims to expand its premium product offerings and advocates for broader dental insurance coverage, acknowledging the challenge of growing in a saturated market.

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