AI at CPG: still in its infancy

A new report from BCG and the Consumer Goods Forum finds that scaling AI across the demand chain could unlock 220 to 350 basis points of cumulative EBIT for CPG companies. Yet nearly three-quarters remain in pilot mode, more than half still don't measure AI ROI systematically, and only 11% have scaled AI in idea-to-market despite identifying it as the highest-value use case. We see this pattern repeatedly across industries: companies consistently deploy AI where implementation is easiest rather than where strategic value is greatest. Growth follows the opposite logic. The real prize lies upstream: faster innovation, smarter portfolio choices, sharper pricing, more effective media investment and stronger consumer engagement. AI will increasingly differentiate how brands grow, not just how efficiently they operate. ((BCG and the Consumer Goods Forum))