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WD-40 leverages artificial intelligence in every part of its business to improve efficiency and enhance decision-making, CEO and President Steven Brass said on an April 9 earnings call.
As part of that push, the household chemicals company is deploying AI-enabled platforms such as Microsoft Dynamics 365, Salesforce and Atlas, Brass told investors.
“Our goal is not just individual efficiency, but rethinking processes across the business,” Blass said.
Brass said WD-40’s Dynamics 365 enterprise resource planning system is currently live in reseller markets in the United States, Latin America, Asia, and parts of Canada. Together, these regions account for about half of the company’s global revenue.
John Galt Solutions’ Atlas system, its supply chain planning platform, has not yet been rolled out globally, a company spokesperson told Supply Chain Dive. By email.
In line with these technology efforts, WD-40 cites enhanced systems to improve productivity as a key element within the company’s strategic framework, according to a 2025 Securities and Exchange Commission filing. WD-40’s future success may also increasingly depend on having sufficient skilled labor in AI, machine learning and other emerging technologies, the document said.
AI is playing an increasingly important role in improving the effectiveness of business processes within FMCG companies. For example, Hormel Foods is deploying the technology to better forecast demand and strengthen its supply chain, and PepsiCo is leveraging AI to reshape its factory and supply chain operations over multiple years. Unilever also uses it to enhance its inventory management and forecasting capabilities.
