The article that this podcast discusses argues that for Consumer Packaged Goods (CPG) companies, the key to successful AI investment for customer understanding is not simply adopting technology. But undertaking a business transformation starting with clear strategic objectives. It highlights that many companies struggle to translate AI insights into measurable business impact, with a significant gap between generating insights and acting upon them. The author proposes a framework for balanced AI investment across short-term and long-term horizons, emphasizes the need for organizational capabilities like decision architecture and cross-functional activation to utilize insights effectively, and suggests using comprehensive metrics beyond just financial returns to measure success. In concluding the article asserts that value comes from building systems to translate understanding into decisive action and growth, not just from the AI technology itself.

Why Smart CPG Leaders Are Rethinking Their AI Strategy to Maximise Consumer Insight Value

MARKETING DEEP DIVES by DENYSE is a Podcast for CPG Executives wanting to attract, delight and retain more consumers.
In each episode Denyse shares her tips, tools and ideas gathered from her more than 30 years experience working in over 125 countries around the globe.
Denyse is: 📈 Advisor to Fortune 100-Inc 5000 | 🚀 Strategist for mid-sized CPGs | 👨‍💼👩‍💼Leadership Coach | 🎤 Keynote Speaker | 📚 #1 Best-Selling Author | 🌍 Former Global Head of Consumer Excellence at Nestlé

New tracks tagged #AI marketing implementation