As consumer adoption of AI shopping rises, CPG companies must shift their marketing budgets. Traditional marketing methods, such as endcaps, coupons, and discounts, will become less effective as autonomous agents recommend purchase decisions.
Strategies will rely on real-time data and AI-driven discovery, moving away from traditional past-spending or brand-loyalty metrics.
Consumer packaged goods firms will shift budgets from in-store to digital tactics, influencing agent choices. CPG companies need to create a strong and adaptable agent alignment and management plan.
This may include reduced in-store merchandising activities, with funds being re-allocated to AI-driven inventory, dynamic pricing, personalized offers, digital loyalty points, and real-time pricing.
Agentic Commerce is set to replace traditional coupons, moving from mass coupons to personalized campaigns.
AI relies on highly accurate data that includes product use cases, which presents a significant challenge for CPG manufacturers in implementing a comprehensive Agentic Commerce Strategy.
Retailers and CPG companies must follow data practices and GDPR/CCPA to maintain trust, including Bias Mitigation and Fairness, Regular Compliance Audits, and Data Integration and Change Management.