---
# Unlocking business value for CPGs with Data and AI
**URL:** https://www.sigmoid.com/blogs/unlocking-business-value-for-cpgs-with-data-and-ai/
Date: 2025-09-08
Author: Joha Momin
Post Type: post
Summary: AI is now central to driving innovation, operational agility, and sustained growth in CPG companies. In the launch episode of Sigmoid’s podcast,...Read More...
Categories: AI/ML
Tags: AI, Data Strategy, Digital Transformation, Personalization, Product Development
Featured Image: https://www.sigmoid.com/wp-content/uploads/2025/09/[email protected]
---
AI is now central to driving innovation, operational agility, and sustained growth in CPG companies. In the launch episode of Sigmoid’s podcast, Reimagine with AI, we explore how today’s most forward-thinking enterprises are using data, AI, and automation to transform the way they operate and grow.
The first episode features Shankar Viswanathan, Chief Customer Officer at Sigmoid, with 30+ years of experience driving large-scale transformations for brands like Procter & Gamble and, more recently, guiding global companies to unlock AI-driven growth. Known for his bias for action, he focuses on making AI real in both the boardroom and on the shelf, turning ambitious ideas into measurable outcomes.
This conversation dives deep into the cultural, operational, and strategic shifts required to turn data into tangible results, and why so many companies are still moving too slowly. If you’re leading a [CPG business](/industries/cpg-analytics/), this episode is your wake-up call to act now, not wait until next quarter.
Watch the full episode exclusively on Sigmoid’s [YouTube channel](https://youtu.be/HS2ai8d9MoA?si=FxClLAQTIDaW_bcz).
## 5 key takeaways for CPG leaders
Most companies are sitting on gold, but they don’t know it yet
A critical first step in any AI-led transformation is to inventory existing data assets. Many enterprises are data-rich but insight-poor, with valuable datasets lying untapped. Conducting a comprehensive assessment often reveals immediate opportunities to generate business impact without requiring significant new data investments.
Personalization isn’t optional anymore
From [AI-powered shelf planograms](/case-studies/category-assortment-optimization-with-planogram-drives-higher-retail-sales/) to dynamic content and real-time media mix modelling, personalization is no longer a ‘nice-to-have’ frill. It’s here, it’s measurable, and it’s redefining consumer expectations. The brands that win will be the ones that apply AI to tailor experiences at every level, by store, by screen, by second.
Reverse mentoring is a competitive advantage
Digital fluency and AI adoption are accelerated when senior leaders embrace reverse mentoring, learning from younger team members who are closer to emerging technologies. In today’s world, where technology evolves weekly, leaders must learn differently. Organizations that foster this two-way learning culture while breaking free from traditional hierarchies will be better equipped to navigate technological disruption.
The biggest barrier isn’t technology, it’s mindset
While the technology is ready, costs are decreasing, and use cases are proven, many enterprises remain hesitant to act. The real barriers lie in fear, inertia, and limited imagination. Too often, bold ideas are dismissed before today’s capabilities are even tested, leaving potential competitive advantages unexplored.
*"The best way to learn is to try. And sometimes failure is the best learning."-- Shankar Viswanathan*
The next wave of innovation will be product-led
The future of CPG lies not in incremental improvements but in creating entirely new products that address unmet consumer needs in radically better ways. AI and data will not only transform how products are marketed and distributed, but they will also fundamentally reshape the [innovation pipeline and product development](/blogs/from-concept-to-shelf-the-ai-advantage-in-cpg-product-innovation/) process.
## Why adopting AI matters now
The discussion reinforces a critical insight: the greatest risk for CPG companies today is inaction.
Many of the bold ambitions once viewed as futuristic, such as real-time demand sensing, personalized promotions, and AI-powered product development, are now fully achievable with AI capabilities today. Yet, many leaders continue to debate '*what if*' scenarios rather than focusing on '*what now*'.
*"People are so stuck in the current ways of doing things that they just need to step out and try something new, which, to be honest, a lot of people are starting to try. But the time to strike is now."-- Shankar Viswanathan*
The path forward begins with small, practical steps that build momentum. Organizations that act decisively today will define the competitive landscape of tomorrow.
You can listen to the entire podcast on [Apple Podcasts](https://podcasts.apple.com/us/podcast/reimagine-with-ai/id1834358230), and [Spotify](https://open.spotify.com/show/4Z7bKcT1Rp45qcOX7JF8X4).
## About Reimagine with AI
Reimagine with AI is a podcast series exploring how leading enterprises are leveraging data, AI, and automation to solve their most pressing business challenges and accelerate transformation. Each episode features senior industry leaders, including C-level executives and VPs, sharing unfiltered perspectives on the real-world impact of AI initiatives within their industries. By highlighting success stories and lessons learned, the podcast provides decision-makers with actionable insights to navigate their AI journey.
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## Suggested readings
[View all](/blogs/)
#### CPG R&D: the next big opportunity for digital transformation
[Read blog](/blogs/cpg-rd-the-next-big-opportunity-for-digital-transformation/)
#### From concept to shelf – The AI advantage in CPG product innovation
[Read blog](/blogs/from-concept-to-shelf-the-ai-advantage-in-cpg-product-innovation/)
#### Democratizing insights faster for CPGs with data marketplaces
[Read blog](/blogs/democratizing-insights-faster-for-cpgs-with-data-marketplaces/)
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