Barilla’s leap into AI: turning curiosity into competitive edge
Key outcomes:
Faster, smarter decisions: Streamlined workflows and AI tools have reduced planning and reporting time across teams.
Upskilled teams: Staff are now confident using AI in complex commercial environments.
Market leadership: An AI-informed retail media strategy has strengthened Barilla’s position as a digital innovation leader.
The challenge
Barilla, one of the world’s best-known food brands, wanted to bring AI into the heart of its commercial strategy – enhancing retail media performance, streamlining operations, and building confidence in new tools.
The opportunity was clear, but so were the challenges. While teams were curious about AI, they needed a practical way to integrate it into day-to-day decision-making, strengthen digital skills, and align innovation with Barilla’s broader business goals.
The ambition was to make AI a hands-on driver of growth, not a distant concept.
What we did
Brilliant Noise partnered with Barilla to design a programme that combined experimentation, training, and strategic foresight.
We started by building confidence and capability through hands-on learning. Across a series of workshops and demos, teams learned to use generative AI tools for real work – from data analysis to creative ideation – turning theory into habit.
Next, we focused on streamlining operations, identifying where AI could simplify processes and improve decision-making across departments. Together, we designed and prototyped an AI-powered Retail Media Planner – a tool that helps managers plan and optimise campaigns more efficiently, while teaching them how to apply AI in complex workflows.
Finally, we worked with Barilla’s leadership to embed AI into their retail media strategy, positioning the brand as a digital innovation leader in the fast-evolving world of commerce.
The impact
The programme gave Barilla both strategic clarity and practical capability. Teams are now equipped to apply AI confidently across operations – planning faster, making decisions with more insight, and experimenting with new ways of working.
The Retail Media Planner has become a model for how AI can enhance performance and learning simultaneously – delivering immediate gains in efficiency while upskilling teams for the future.
Beyond the tools, the project has helped spark a cultural shift: curiosity and experimentation are now part of Barilla’s rhythm of work. The company isn’t just using AI – it’s shaping what AI means for its category and its 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.”
Guy Keeling, Global Vice President of Digital Commerce, Barilla
How AI changed the work at Barilla
Hands-on experimentation built lasting AI confidence across teams.
Streamlined workflows reduced planning time and improved cross-team collaboration.
Faster retail media decisions through AI-powered planning tools.