15% of consumer goods companies master AI implementation, according to a new survey

New research is revealed 15% Successfully scales AI for consumer goods companies, but those companies –“15% Club” – Recognises key ROI by prioritizing governance, agile funding, and business-driven AI initiatives across marketing, supply chain, customer service, and product innovation.

Boston, July 10, 2025 /PRNewswire/ -HFS Research has partnered with Cognizant to release a new report revealing how some groups of consumer goods have been reduced.15% Clubs” – We are moving beyond AI experiments to the impact of the entire enterprise. title “ 15% Club: How a major consumer goods company transforms AI pilots into a reduced success,' The study highlights what is currently working on the AI ​​Adoption Playbook, and how frontrunners use governance, investment and agility to grow and transform fuel.

“The AI ​​has not failed because the technology doesn't work. If the organization doesn't change to the surroundings, it has failed.”

This study is known only based on executive interviews across major North American consumer goods organizations. 15% While reaching scaled production of AI initiatives, within this elite group, AI has measurable impacts on marketing, supply chain, product innovation, and more.

“We are pleased to announce that we are committed to providing a range of services to our customers,” said Phil Fersht, CEO and Chief Analyst at HFS Research. ” 15% Clubs have proven that backing up AI with governance, flexible funding and business-driven intentions can unleash true competitive advantage. This is not just about running the experiment, but rewiring the agent AI company. ”

Important findings:
15% Clubs are not just statistics, they are the maturity personas of the next generation of enterprise AI. These companies share several important characteristics.

• Strong AI governance and C-Suite sponsorship, including AI councils and dedicated AI leadership roles
• Sensual alignment from the start, often embedding AI into a wider range of conversion programs
• 60% Currently, AI spending is driven by business units such as marketing, supply chain, and R&D, and occurs outside the central IT budget.
• Dedicated AI budgets and agile investment models, including innovation funds and results-based funding milestones
• It focuses on agent AI, and use cases are emerging in planning, reporting and marketing automation

“Cognizant allows CPG companies to become part of the elite. 15% Clubs – AI and Agents By not only demonstrating the possibilities of AI, but also building an entire journey of change. With deep domain expertise and a robust ecosystem of technology partners, we have embedded AI at the core of our client operations, from product innovation and intelligent supply chains to customer service, marketing and sales transformation. Our approach is based on turning AI potential into measurable performance and a permanent competitive advantage,” said Anup Prasad, SVP & Head, Cognizant's Consumer Business Unit.

Where AI makes a difference
Rather than focusing on pilot traps, the report highlights where AI is already providing results.

• Marketing: Generating AI tools transform content creation and personalization. One company used AI to create marketing videos in 90 languages. 50% And the increase in global campaigns twenty five%no proportional increase in costs.
• Supply Chain: AI improves demand forecast accuracy and inventory optimization.
• Product Innovation: Genai guides new product development with speed and accuracy.
• Sales and Revenue Management: AI is used for trade promotion optimization and pricing strategies.
• Customer Service: AI accelerates the design, development and delivery of enhanced and more engaging customer experiences.

Looking ahead, leaders lay the foundations for agent AI. This is an autonomous system that allows for multi-step processes with minimal human monitoring. Early use cases include internal reporting automation, inventory level management, and intelligent order processing.

“The organizations that have won with AI aren't necessarily the biggest. They treat AI like strategic capabilities, not side hustles,” said Ashish Chaturvedi, executive research leader at HFS Research. “AI-driven marketing personalization, content generation and even new product innovation are accelerating. 15% club. These are early signs of scalable conversions. ”

About the report
” 15% Club: How a major consumer goods company transforms AI pilots into scaled successes.” Based on in-depth interviews with 15 executives from consumer goods organizations North America. Roles include Chief Innovation Officer, VP of Analytics and Business Unit Leaders in Marketing, Supply Chain, and Operations. Download the full report here: https://www.hfsresearch.com/research/leading-consumer-goods-pilots/

About HFS research
HFS is a leading global research and analytics company trusted by leading companies, technology providers and business leaders. Our mission is to enable our clients to tackle their challenges and move boldly by arming them with visionary, independent insights on technology, business models and market changes.

About recognition
Cognizant (NASDAQ:CTSH) Modern Corporate Engineer. We help our clients modernize technology, rethink processes and transform experiences, allowing them to stay ahead of our rapidly changing world. Together, we are improving our daily lives. How do you look at it www.cognizant.com Or @cognizant.

Forward-looking statements

This press release contains statements that may constitute forward-looking statements made pursuant to the safe port clauses of the Private Securities Litigation Reform Act of 1995. These statements include, but are not limited to, expressing or implying statements relating to the adoption of artificial intelligence of generation and/or agents, the impact of such artificial intelligence on the consumer goods industry, and future prospects related to the opportunities for competitiveness in the market. These statements are neither promises nor guarantees, but are the results of the above studies and are subject to a variety of risks and uncertainties. Many of these may differ materially from those considered in these forward-looking statements in actual results. Existing and future investors are warned not to overrely rely on these forward-looking statements. Factors that can be substantially different from those expressed or implied by the results include general economic circumstances, the effects of technological development and competition, the competitive and rapidly changing nature of cognitive abilities and the clients. Cognizant assumes no obligation to update or modify any forward-looking statements as a result of new information, future events, or other results, except as required under applicable securities laws.

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Source HFS Research