An opportunity to reset CPG and retail ecosystem

The opportunity to identify, innovate and find value in the current macroeconomic market is generating excitement across consumer packaged goods (CPG) firms. Today, we benefit from decades of AI research that is open sourced, availability of compute power and experimental AI chat services which are accessible beyond the data science community.
Consumer packaged goods (CPG) firms are still trying to wrap their heads around this quickly advancing subset of artificial intelligence that can generate new content through conversational prompts and doesn’t require data expertise to use.

There are opportunities for enterprises who can adopt the technology in a thoughtful and sustainable way. Consideration of AI ethics, governance and risk is key. It’s important to get ahead of risks early in the experimentation journey. As well as defining the business case, prioritising which use cases to invest, and setting out the capabilities, operating model and roadmap required to execute.


There are many use cases including, for example, conversational AI internally within organisations to analyze retailer data and consumer sentiment across brands and channels and AI for product development.
For consumers, the adoption of conversational search engines will put the purchase experience into the hands of AI tools, potentially removing the retailer from the product discovery phase.

If CPG brands want to capture consumers, conversational commerce will require investment in machine experience (MX), the next era of user experience that seeks to understand how machines interact with experiences, products and content, optimizing them for the AI algorithms that consumers will use to shop.
Whilst experimentation is in its early stages, machine commerce poses a real and exciting opportunity to disrupt and reset the CPG and retail ecosystem.