Starting even before the the Generative AI "big bang" in 2022, our team spearheaded dozens of pioneering AI technology pilot projects with the world's top CPG brands to build new AI powered capabilities that accelerate brand growth and commerce innovation.
Scouting, due diligencing, and testing hundreds of emerging AI technology start-ups, collaborating with global AI giants like NVIDIA, Microsoft and Google, and partnering with our network of leading AI VC investors and research labs gives us a front seat to the good, the bad, and the ugly when today's CPG brand leaders try to move from their AI ambitions to creating measurable AI powered growth.
Right now, we see many CPG brand leaders "stuck in the middle" - pressured to deliver the growth and innovation gains AI powered capabilities promise, but struggling to navigate the AI hype cycle so they can be confident they are investing in measurable growth instead of buying AI snake oil.
To move from AI ambition to measurable impact, CPG brand leaders and commerce innovators need to get hands on with a data secure, domain specific AI experimentation program where they safely identify, experiment, and amplify AI capabilities for their discrete business function’s brand growth and commerce innovation goals.
Brand leaders recognize AI's potential to drive brand growth and innovation, but many don’t know where or how to start applying AI to create real value for their team and function.
While 83% of brand leaders want to use AI to transform their consumer experience, 74% don’t have a clear AI strategy or roadmap and 91% think that their teams don’t have the AI skills and knowledge required to execute one.
Despite 87% of CEOs acknowledging AI's transformative potential, only 25% have formulated a comprehensive strategy, and just 21% of companies have policies governing its use. This disparity highlights the challenges of AI adoption: while the excitement is evident, the complexity of implementation has led to uncertainty, intimidation, and constant delays.
The value at stake for CPG leaders focused on brand building and commerce innovation can capture with AI is significant, with a potential revenue impact that’s more than double AI’s impact to other brand functions.
The magnitude of what’s at stake for leaders responsible for brand building and commerce innovation isn’t surprising given that some CPG companies have already leveraged AI capabilities to bring new products to market 60% faster, decrease product shortages by 40%, and improve forecast accuracy by 13%.
However, while many brand leaders know they need to get moving on AI, many are finding themselves caught between the mounting pressure from their C-suite to deliver AI driven results and the complexity of implementing a rapidly evolving new technology.
See How Leading Brands Are Using AI To Power Brand Building & Commerce Innovation
Brand leaders, IT, and the C-suite share a common goal: unlocking AI’s potential responsibly and effectively to grow their brand. But for brand leaders, the complexity of enterprise-wide AI governance and IT platform strategies can feel like a barrier to delivering growth and value today.
This disconnect frequently leaves brand leaders unclear on where or how to start developing AI capabilities, or what specific AI tools or teams skills they need to test and implement AI swiftly and successfully.
The rapid pace of AI evolution adds another layer of difficulty, making it hard for brand leaders to know where they should start to experiment and activate.
Brand leaders can start delivering AI-driven growth now by launching domain-specific AI programs that identify, prioritize, and test high-value use cases with a safe, data secure, AI testing sandbox. By experimenting hands-on with top-priority use cases, brand leaders can explore AI’s potential and drive innovation, staying aligned with corporate governance and IT frameworks.
Under this model, immediate and continuous testing of top use cases provides the foundation of an enterprise adoption strategy. Core learnings are propagated upward to inform executive-level governance and investment strategies. They are also driven downward to inform platform, data requirements, and longer-term enterprise implementation roadmaps.
Learn How We Get Brand Leaders "Unstuck" So They Can Accelerate AI Capability Building
The power of AI is unquestionable, but its successful implementation requires a strategic, methodical approach.
Brand leaders need a data secure, sandbox based AI experimentation program, designed to safely identify, experiment, and amplify AI capabilities for their discrete business function’s brand growth and commerce innovation goals.
That's why Pilot44 focuses on identifying and testing the highest value AI use cases through deep research into the latest technologies and practices, hands-on (sandboxed) piloting, and detailed “kill, pivot, scale” analysis.
Through this process, we also immerse and educate brand leaders and their teams on the complexities of AI governance, data safety, and IP considerations, so they can effectively collaborate with their IT stakeholders, their C-Suite, and external technology partner companies.
Interested in how other brand leaders are using AI for tangible growth?
Check out our latest report below ↓