• AI in CPG and retail: how winners are pulling ahead

    A collaboration of the Consumer Goods Forum and Boston Consulting Group

Artificial intelligence is fundamentally altering how consumer goods organisations and retailers pursue profitable growth.
To help executives navigate this shift, The Consumer Goods Forum, in collaboration with Boston Consulting Group, has officially launched a new leadership report at the 2026 Global Summit in Vienna titled AI in CPG and retail: how winners are pulling ahead.

The reality by the numbers

While many organisations are experimenting with artificial intelligence, very few capture material value at scale. The research reveals a stark landscape across the industry:

76 %

of CPG companies are in the explorer phase, only 18 % are actively scaling impact.

45 %

of retailers are scaling impact, but 40 % have barely begun.

2 - 5 X

ROI for best-in-class but over half don't measure the return on AI investments.

A blueprint for the C-suite

Despite the substantial financial opportunity, which is expected to expand by a factor of 1.7 as capabilities mature into autonomous models, measurement and strategic execution remain significant hurdles.
To overcome these barriers, the report provides a strategic framework built around six critical considerations for the C-suite. It challenges leaders to align investments tightly with commercial priorities, rethink their operating models, and establish clear guardrails to manage costs and risks effectively.
Success requires organisations to transition from isolated tools and orchestrate artificial intelligence deeply into their commercial operations.

Download the report

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