What I’d consider traditional AI has already been built into many backend aspects of the CPG industry, but what about generative AI? I like to describe the ideal CPG industry AI scenario by using an analogy involving NFL offensive lineman. While these players are absolutely essential for success, you typically only acknowledge them when there’s a holding penalty. In the same manner, generative AI will become vital for CPG brands to win long-term. But it’s probably not from the gimmicky or cringy ways it’s being paraded around currently within the industry. Do consumers really want an AI-assisted Coca-Cola flavor? Or should Unilever call out that it’s using AI to predict and optimize the shelf life of products? While these might not be high-risk applications of AI, I believe consumers aren’t exactly sold on the “in your face” auto-generated CPG product future.

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