The new normal for the CPG industry will be digital, and it will be a quick path upwards for those who are willing to boldly implement AI/ML-powered cloud digital and analytics use cases.Last month, after being fully vaccinated, I enjoyed my first meal at a restaurant. The food was piping hot and although the service was a bit slow , I couldn’t help being excited and thankful to enjoy once more one of the pleasures of life I had almost taken for granted pre-Covid.
To effectively deal with a rapidly evolving market context, brands need to develop a direct connection with consumers that can help them rapidly detect and even predict new trends and agile business models so they can rapidly respond to those changes with product value and innovation. At Google, we believe that the cloud will play a key role in helping consumer packaged goods drive this new agenda. The adoption of cloud-based digital and analytics technologies that leverage Artificial Intelligence/Machine Learning tois not a nice-to-have capability anymore. It may well be the superpower that differentiates the leaders in this new world by unlocking unprecedented value and competitive advantage.
Even before COVID-19, we knew that over 63% of consumers expect personalization as a standard of service. With increasing regulation and controls around sharing consumer data, it is now a mandate for brands to acquire first-party data and use it in a privacy-safe way. Several top use cases in this area are linked to marketing—from spend optimization and attribution modelling for ROI to personalized marketing at scale.
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