top of page

AI-Driven Marketing: Next Generation of Marketing Analytics for Retail & CPG

Zac Choi

Authors: Zac Choi @Puller AI, Eva Dong @Google Cloud AI



Two decades ago, marketing shifted from brand-focused strategies to data-driven approaches. Big data and machine learning became common to derive insights at every stage of the marketing process, attracting data scientists and business analysts to industries like CPG and retail. Today, we stand on the brink of another significant evolution: the rise of AI-powered marketing. This transformation promises to unlock new opportunities for consumer-facing enterprises, CPG brands, and retailers, while reshaping the role of AI marketers.

We present four key Forecasts for the Next Generation of Analytics in AI-Driven Marketing for Retail & CPG:

Envisioning a Conversational Interface

Imagine asking a question about your latest marketing campaign’s performance and receiving instant insights in natural language, as if speaking to a colleague. AI-driven marketing analytics platforms are evolving into conversational partners that simplify complex data interpretation and deliver actionable insights in real time. This bi-directional dialogue breaks down technical barriers, democratizing data access and empowering decision-makers across all levels.

Case in Point: A global consumer goods company implements a conversational AI platform enabling marketing managers to ask questions like, "Which regions outperformed during our holiday campaign for XYZ SKUs?" Value at Stake: Practitioners can experience 20% to 10x faster decision-making process and improved campaign effectiveness through timely, targeted answers to queries. Reducing the time-to-insights is rapidly becoming a critical success factor for AI adoption for enterprises.


Embracing the Proactive Essence of AI

Current analytics often require users to pull insights manually. However, the future is proactive—AI systems that anticipate needs, proactively suggesting optimizations based on real-time shopper engagement, market trends, and consumer research. These systems allow businesses to react quickly to market shifts, minimizing risks and seizing opportunities.

Case in Point: A major retailer leverages AI to proactively identify inventory shortages during a seasonal demand spike. Value at Stake: Real-time supply chain adjustments can help reduce stockouts by 30%, enhancing customer satisfaction and optimizing inventory costs. AI-driven monitoring reduces reliance on reactive analysis, enabling quicker, smarter responses.


Following You Everywhere

The growing ubiquity of AI-driven analytics aligns with today’s cloud-based norms, enabling access to advanced insights from any device, anywhere. This seamless integration ensures intelligence is readily available, whether through email platforms, CRM systems, or loyalty programs, enabling actionable guidance and personalization.

Case in Point: A multinational grocery chain deploys mobile AI analytics to equip store managers with real-time shopper insights.

Value at Stake: Store managers used these insights to implement tailored promotions, discretionary promotions, and personalized clienteling, increasing basket sizes by 25%. Modern AI practices for last-mile shopper personalization will continue to drive significant value for DTC and retail.


A Self-Learning Ecosystem

Traditional analytics are often retrospective. AI changes this dynamic, evolving into self-learning systems that refine predictions over time. These systems identify patterns, adjust parameters, and improve campaign forecasts, transforming historical data into actionable insights that shape future strategies.

Case in Point: A leading CPG company used a self-learning AI system to analyze customer feedback from social media and surveys.

Value at Stake: By detecting shifts in consumer sentiment, the company can update its product roadmap and messaging, maintaining brand loyalty, and potentially increasing market share by up to 5%. Continuous learning enables businesses to stay ahead of trends and consumer expectations.

Navigating the Road Ahead

As CPG and retail enterprises embrace AI-driven marketing analytics, they must address challenges such as integrating advanced technologies, safeguarding consumer privacy, and ensuring ethical data usage. Organizations must approach these technologies thoughtfully, piloting solutions, and adapting strategies as AI capabilities evolve. Both established companies and innovative startups are driving this transformation, helping brands elevate their marketing and commercial capabilities.

While AI’s potential is vast, it requires cautious optimism. Predictive capabilities will transform decision-making but still demand human oversight and intervention to interpret nuances and contextual subtleties. The most effective approach will combine AI’s precision with human intuition and taste.

Final Thoughts

The essence of marketing remains the same as it’s always been: to understand and connect with the end-customer. As AI-driven analytics fuses into decision-making processes for CPGs and Retailers around the world, the ultimate goal for enterprises should always be to enhance the customer and shopper experience. Technology is a means to an end, not the end itself; a tool to deepen connections, not replace them.


********************* About the Authors

Eva Dong is the Lead of AI Monetization at Google Cloud. With over 10+ years of experience, she has held transformative leadership roles at McKinsey & Co and Visa Inc. Her technical expertise in data science and AI empowers her to unravel the complexities of digital marketing. As a previous entrepreneur of a direct-to-consumer marketing start-up, Eva is dedicated to empowering marketers to seize the future of AI-driven marketing. Connect with Eva on LinkedIn or X (@evadong1010) to learn more.


Zac Choi is the CEO and co-founder Puller AI — leading edge retail & consumer data productivity platform. He is a serial B2B AI entrepreneur and technology investor (ACQ Ventures). Prior to venture, Zac Choi led data-driven growth efforts at McKinsey & Co for Global 1000 clients in travel, hospitality, entertainment, ecommerce, CPG, consumer, financial services, and retail. He also comes with over a decade of data & analytics leadership experience in CPG and Retail as a commercial leader at Green Dot, Clorox, and General Mills. Connect with Zac on LinkedIn.

22 views0 comments

Comments


Join our community of
Consumer & Retail Innovators

Thanks for submitting!

bottom of page