Seth Cohen is changing how tech works at P&G, the company that makes everyday products like Tide and Pampers. As Chief Information Officer, he’s using AI and other new tools to solve problems.
“Technology only matters if it helps the business,” Cohen told me during our conversation. This simple idea guides his work at the 186-year-old company.
Cohen joined P&G in 2020 after working at Microsoft. His timing couldn’t have been more challenging. The pandemic forced everyone to work differently almost overnight.
“We had to support 100,000 people working from home in just two weeks,” he explains. His team made it happen without major problems.
What makes Cohen different is how he thinks about technology. He doesn’t chase new tech just because it’s exciting. Instead, he asks what business problems need solving first.
This approach has transformed P&G’s digital strategy. The company now uses data to make better decisions about everything from manufacturing to marketing.
One success story is how P&G uses AI to understand what customers want. By analyzing social media and online reviews, they can spot trends faster than competitors.
“We can now see what consumers are saying about our products in real-time,” Cohen says. This helps them improve products quickly.
Cohen has also changed how the tech team works with other departments. Instead of working separately, tech experts now partner directly with business teams.
“Our tech people need to understand the business, not just write code,” he explains. This close teamwork has led to better results across the company.
P&G’s digital transformation includes using cloud computing and automation to cut costs. These changes have saved millions while making the company more efficient.
The company’s supply chain now uses AI to predict problems before they happen. This helped P&G keep products on shelves during the pandemic when many competitors couldn’t.
Cohen believes leadership is about helping others succeed. “My job is to remove obstacles so my team can do their best work,” he says.
His advice for other technology leaders is straightforward: “Focus on business outcomes, not just cool technology.”
Looking ahead, Cohen sees AI changing how P&G operates even more. The company is testing ways to use generative AI to speed up product development and improve customer service.
P&G’s approach offers lessons for all companies trying to use technology better. Start with the business problem, build the right team, and measure results carefully.
As our digital world keeps changing, leaders like Cohen show that success comes from using technology to solve real problems—not just chasing the latest trend.
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