Case Study: Barilla builds AI-ready marketing capability with Brilliant Noise

Barilla equips 180 marketers across 5 countries with Brilliant Noise to lead digital and AI change

Barilla, a global food company founded in 1877, faced the challenge of staying relevant as digital disruption and later AI began to reshape the competitive landscape and consumer habits. To avoid losing ground to smaller, more agile challenger brands, the company needed to equip its large marketing team with the new skills and confidence required to lead this change. Partnering with vendor Brilliant Noise, Barilla embarked on a long-term initiative to build digital and AI capability across its organization.

Brilliant Noise implemented a multi-phase program focused on practical, hands-on training and embedding new tools into daily work. The solution included benchmarking, workshops with real tools and data, and the creation of custom AI-powered tools like the Retail Media Planner. The results were significant: marketer confidence increased dramatically, with 87% of attendees leaving confident in applying new skills. Measurable impacts included a 61% increase in marketers agreeing on a shared vocabulary and a 57% rise in awareness of available tools. Brilliant Noise helped Barilla create a self-sufficient team that could continuously adapt, with 100% of attendees recommending the training.

Barilla