CPG and Retail Lag in AI Scaling Despite Strategic Priorities
Event summary
- 75% of CPG companies remain in pilot mode for AI, with only 18% scaling impact.
- 45% of retailers are scaling AI, but 40% have barely begun implementation.
- More than half of surveyed companies do not formally measure AI ROI.
- Leading firms focus AI on core commercial processes like idea-to-market and offer-to-assortment.
The big picture
The report highlights a significant disconnect between strategic priorities and execution in AI adoption across CPG and retail sectors. While companies recognize the potential of AI to drive demand-generating processes, most are still in early stages of implementation. The value at stake is substantial, with scaling AI initiatives potentially delivering 220–350 basis points of cumulative EBIT for CPGs and 180–360 basis points for retailers.
What we're watching
- Execution Risk
- How CPG and retail firms will bridge the gap between pilot economics and full-scale business results.
- Strategic Alignment
- Whether companies can effectively align AI investments with core commercial processes to drive growth.
- Competitive Differentiation
- The pace at which leading firms will expand the value of AI capabilities through agentic technologies.
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