Skip to main content

Driving growth with generative AI in retail and consumer products

Decreased consumer spending and rising customer expectations have narrowed the path to growth for retail and consumer products goods (CPG) organizations. Amid these challenges, they need to identify new ways to grow.

Enter generative AI, which presents new opportunities to help retailers and consumer products organizations drive growth, from optimizing processes and monetizing data assets to engaging with customers in innovative ways. How can organizations strategically deploy Gen AI for their business?

This was a core question posed to executive leaders from the retail and consumer products industry during a roundtable hosted by HFS and Publicis Sapient. Going beyond simple Gen AI use cases in the retail industry and for consumer products organizations, the conversation emphasized the importance of taking a strategic, incremental approach to Gen AI adoption.

HFS Research Report

Discover how retail and CPG executives are getting the most value out of Gen AI

"

Ultimately, it comes back to: Where is the value for consumers? And also, where’s the margin for retailers and CPGs? Using AI in this big generative transformation resettles how the whole value chain, and the businesses in that chain, do business for the good of consumers and also for themselves.

"

— Helen Merriott

Consumer Products Lead, EMEA & APAC, Publicis Sapient

The most successful leaders strike the right balance between vision and practicality in their AI transformation journey.

This means having a clear strategy in place that aligns technology to business objectives, prioritizes data and develops the right capabilities and organizational infrastructure to quickly scale up projects.

"

At the core of retail is data. We’ve been saying this for years, but now with the power of generative AI, we can create a clean data foundation much more efficiently than ever before, opening doors to value creation and monetization.

"

— Julian Skelly

Retail Lead, EMEA & APAC, Publicis Sapient

Data quality and strategy remain top concerns for executives, and 61 percent say their firms haven’t advanced beyond the pilot stage in their Gen AI journey. But the truth is that data doesn’t have to be perfect for it to have an impact. Gen AI enables organizations to optimize and reinvent, even with imperfect data—and creates a window of opportunity to join the 36 percent of business leaders who are already deploying Gen AI-fueled solutions.

Read the full report to discover executives’ perspectives on navigating these issues and research data that explains:

  • What the top benefits are for retailers and CPG organizations that successfully integrate Gen AI
  • What challenges retailers and CPG organizations face when implementing Gen AI—and what they can do to meet them
  • Which Gen AI solutions leaders are planning to introduce to customers and employees within the next two years
  • How to make the most out of imperfect data
  • Why leaders should maintain a delicate balance between innovation and core business objectives

Ready to start your generative AI transformation?

Harnessing the potential of AI starts with a solid foundation. Our comprehensive Sapient AI solutions help you unlock opportunities, automate complex processes and elevate your organization’s potential.

Wherever you are on your transformation journey, AI will shape your future—and we’re here to guide you every step of the way.

Meet the authors

Elizabeth Papasakelariou

Consumer Products Lead

View Elizabeth Papasakelariou's LinkedIn Profile

Helen Merriott

Consumer Products Lead, EMEA & APAC

View Helen Merriott's LinkedIn Profile

Julian Skelly

Senior Vice President, Industry Sales

View Julian Skelly's LinkedIn Profile

Sudip Mazumder

Senior Vice President, Industry Sales

View Sudip Mazumder's LinkedIn Profile

Related reading

  • Article How AI Is Changing the Way I Build With Data October 13, 2026
  • Article Builders of AI: Turning Brand Guidelines Into an AI Workflow October 12, 2026
  • Article What Is Signal-Driven Marketing and How Does It Work? October 07, 2026

Ready to learn more?

  • Discuss your unique business challenges
  • Explore AI solutions built for your industry
  • Get proven delivery guidance
  • Identify the next step that fits your goals

Trusted by leading organizations in every industry.

Get in touch

Submit the form below and one of our experts will reach out.

*Required field

Sign me up to receive future marketing communications regarding our products, services and events.

By submitting this form, I authorize Publicis Sapient companies to contact me regarding my inquiry or according to my choice to register for future communications. Read our Privacy Policy for more detail or opt out at any time using the unsubscribe link on any of our emails.