Joris De Bruyne

DIY screening tools have earned their place in packaging research. But as insight teams look for more

convenient, service-based alternatives, a key question remains: how do you build trust in a new AI-

enabled approach? This session shares Clorox real-world journey through five proof points collected

over a year, showing how confidence was built step by step, from back-testing against known results to

live screening decisions and full category shelf evaluation. Attendees will gain a practical understanding

of where predictive AI screening adds value, where it fits within the testing continuum, and why human

validation still plays a critical role.