AI Adoption in Consumer Goods Requires Strategic Alignment and ROI

Consumer goods companies like Unilever and Procter & Gamble are leveraging artificial intelligence to drive business outcomes at scale. According to Boston Consulting Group's Peri Edelstein, more than half of consumer packaged goods (CPG) companies do not track the return on investment (ROI) of their AI initiatives.

A key factor in achieving enterprise-wide adoption is strategic alignment and operational readiness. Unilever has integrated predictive AI capabilities into its customer operations through an end-to-end operating system, which analyzes 23 million orders and emails to determine order ownership and claim validity.

Procter & Gamble (P&G) has adopted a platform-based approach, dubbed 'the AI factory', to create customized business capabilities from common workbenches. This allows for agility and scalability while connecting to data more quickly.