See what changed across CPG commercial technology and AI.
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Commercial Intelligence HubVerified CPG evidence for commercial decisions
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EXTERNAL COMMERCIAL INTELLIGENCE
Commercial Intelligence
Hub
Verified signals. Clear commercial implications. A decision-grade view of digital GTM, eB2B, sales automation, Perfect Store, RGM and AI Commercial Brain developments—combining company evidence with attributable CXO interviews, analyst research, consulting reports and named-client vendor case studies.
Weekly discovery active11 focus marketsCompany + external evidenceCXO interviewsAnalyst + consulting reportsVendor casesHuman approval
100%exact-source coverage
- 51
- verified signals
- 20
- companies
- 10
- domains
✓ Every claim opens the exact supporting source
WHAT THE HUB IS FOR
From external signals to commercial choices
The hub helps International Beverages and bottler teams identify material shifts, benchmark peers and convert verified external evidence into hypotheses for investment, market discussion, pilots and scale-up.
Compare companies, capabilities, markets and reported outcomes.
Prioritise what IB should watch, investigate, pilot or scale.
LEADERSHIP INTELLIGENCE
People shaping the commercial AI agenda
Public profiles and attributable posts from relevant CEOs and technology, digital and transformation leaders. New material is checked every Monday; historical evidence remains attached to the leader who made the statement.
Leadership updateHEINEKEN CEORafael Oliveira · assumed role 1 Oct 2026
PepsiCoCurrent
Athina Kanioura
CEO, Latin America; Global Chief Strategy & Transformation Officer
AI transformationNext-gen GTM
Coca-ColaCurrent
Sedef Salingan Sahin
Chief Digital Officer
Digital growth engineAI + data
AB InBev / BEESCurrent
Nick Caton
Chief BEES Officer
eB2BAI-powered retail
HEINEKENCurrent
Rafael Oliveira
Chief Executive Officer
Growth strategyDigital commerce
UnileverCurrent
Sam Kini
Chief Digital & Technology Officer
AI-first enterpriseFuture commerce
MarsCurrent
Kemal Cetin
Chief Digital & Information Officer
Enterprise AIDigital platforms
MondelēzCurrent
Filippo Catalano
Chief Information & Digital Officer
Digital transformationCommercial data
L'OréalCurrent
Asmita Dubey
Chief Digital & Marketing Officer
Agentic commerceAI discovery
DanoneCurrent
Juergen Esser
Deputy CEO in charge of Finance, Technology & Data
AI productivityData platforms
ReckittCurrent
Nigel Richardson
Chief Information & Digital Officer
AI enterpriseDigital science
CURATED LINKEDIN FEED
Relevant posts captured in the hub
Sedef Salingan SahinCoca-Cola · Q1 2026
Coca-Cola CDO describes a digital growth engine built around data, technology and AI
In a public LinkedIn post tied to Q1 results, Chief Digital Officer Sedef Salingan Sahin said Coca-Cola is building a digital growth engine that embeds data, technology and AI into brand building, innovation, customer service and operations.
Open exact post ↗Nick CatonAB InBev · Q2 2026
BEES leadership reports more than 25 billion annualised AI-powered touchpoints
Chief BEES Officer Nick Caton said BEES enables more than 25 billion AI-powered touchpoints on an annualised basis, using platform intelligence to make retailer interactions more relevant and effective.
Open exact post ↗Sam KiniUnilever · London Tech Week 2026
Unilever frames AI around growth, future commerce and an intelligent enterprise
In a public LinkedIn post after London Tech Week, Chief Digital & Technology Officer Sam Kini described a structured AI approach spanning growth, the future of commerce, an intelligent enterprise and everyday employee use.
Open exact post ↗Sam KiniUnilever · Aug 2026
Unilever technology leader sets the foundations for scaling AI
Chief Digital & Technology Officer Sam Kini says scaling AI at Unilever requires strong data foundations, responsible governance, skills and a culture that enables confident use, spanning scientific innovation, digital twins, consumer understanding and the future of commerce.
Open exact post ↗Update cadence: Publicly indexed LinkedIn posts and interviews are checked weekly and new material items are sent through verification before publication. A direct LinkedIn API connector is still pending; no personal profile login is used.
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VERIFIED FEED
51 evidence-backed signals
NE
✓ VERIFIEDNestléGlobal · 2025 Annual Review
Nestlé pilots an agentic-AI virtual sales assistant
Nestlé says the assistant automates up to 40% of routine tasks and saves salespeople 20–35% of the time spent on those tasks in pilot markets.
BUSINESS IMPACTSeller productivity and execution · Up to 40% tasks automated
COMMERCIAL SIGNIFICANCEHigh
Up to 40% tasks automated20–35% time savedPilot markets
AI Field Enablement
HE
✓ VERIFIEDHEINEKENGlobal · 5 Feb 2026
AIDDA recommends next-best actions for 203,000 customers
HEINEKEN reports that its AI Data Driven Advisor is integrated with CRM and eB2B platforms and recommends next-best actions for 203,000 customers.
BUSINESS IMPACTSeller productivity and execution · 203K customers
COMMERCIAL SIGNIFICANCEHigh
203K customersCRM + eB2BNext-best action
AI Field Enablement
PE
✓ VERIFIEDPepsiCoUSA · 6 Jan 2026
PepsiCo expands digital-twin pilots with Siemens and NVIDIA
PepsiCo announced a multi-year collaboration to apply digital twins and AI to plant and warehouse operations, with early pilots already under way in the United States.
BUSINESS IMPACTEnterprise enablement
COMMERCIAL SIGNIFICANCEEmerging
Multi-year collaborationUS pilotsPlants + warehouses
AI Deployment
NE
✓ VERIFIEDNestléGlobal · 11 Jun 2025
Nestlé creates AI-powered product digital twins for eCommerce
Nestlé launched an in-house service using NVIDIA Omniverse and OpenUSD to create reusable 3D product replicas for eCommerce and digital media content.
BUSINESS IMPACTDigital conversion and content productivity
COMMERCIAL SIGNIFICANCEMedium
In-house serviceNVIDIA OmniverseeCommerce content
Digital Commerce
P&
✓ VERIFIEDP&GBrazil · 27 May 2025
P&G reports a 15-point reduction in out-of-stock items in Brazil
P&G CIO Seth Cohen says an AI use case combining demand signals, weather and holidays reduced out-of-stock items by 15 percentage points in Brazil.
BUSINESS IMPACTAvailability and in-store execution · 15-point OOS reduction
COMMERCIAL SIGNIFICANCEHigh
15-point OOS reductionBrazilAI + demand signals
High materialityReported market deployment / coverage undisclosedBuilding a Future-Ready Supply Chain
Perfect Store
HE
✓ VERIFIEDHEINEKENGlobal · 2024 Annual Report
eazle approaches €13bn GMV and 670,000 active customers
HEINEKEN reports that eazle reached close to €13 billion in GMV, connected more than 670,000 active customers and captured 70% of beer volume in scope.
BUSINESS IMPACTDigital revenue and retailer engagement · ~€13bn GMV
COMMERCIAL SIGNIFICANCEMedium
~€13bn GMV>670K active customers70% volume in scope
AB
✓ VERIFIED · HISTORICAL ADDITIONAB InBevGlobal · 22 Sep 2026
BEES reports scaled productivity, credit and retailer-engagement gains
At AB InBev's 2026 Capital Markets Day, Chief B2B Officer Nick Caton said BEES was live in 30 markets with more than 4 million retailers and about $60 billion in annual GMV. He reported that sales representatives serve 15% more stores, deliveries are 15% more productive, frontline cost as a share of net revenue has fallen by one-third and bad debt has declined 27%.
BUSINESS IMPACTDigital revenue and retailer engagement · >4m retailers
COMMERCIAL SIGNIFICANCEHigh
>4m retailers15% more stores per repBad debt down 27%
High materialityScaled global platform / outcome methodology undisclosedCapital Markets Day 2026 · BEES presentation
UN
✓ VERIFIEDUnileverIndia · FY 2023–24
Hindustan Unilever's Shikhar passes 1.3m onboarded stores
Hindustan Unilever reports that its in-house eB2B application Shikhar had onboarded more than 1.3 million stores and was being used to improve self-adoption and order frequency.
BUSINESS IMPACTDigital revenue and retailer engagement · >1.3m stores
COMMERCIAL SIGNIFICANCEMedium
>1.3m storesIn-house platformIndia
P&
✓ VERIFIEDP&GIndia · 2024 Annual Report
P&G India applies AI/ML to distributor ordering
P&G says its India operation uses an AI and machine-learning ordering system to improve distributor shipment and replenishment predictions, alongside supply-chain automation that cut touchpoints by 60%.
BUSINESS IMPACTOrder quality and selling productivity · 60% fewer touchpoints
COMMERCIAL SIGNIFICANCEMedium
60% fewer touchpointsAI/ML ordering>8% avg. sales growth*
Sales Automation
WA
✓ VERIFIEDWalmartNorth America · 16 May 2024
Walmart Luminate expands into Canada and Mexico
Walmart announced the international expansion of its first-party data analytics suite, Walmart Luminate, beginning with Canada and Mexico.
BUSINESS IMPACTCustomer and shopper intelligence
COMMERCIAL SIGNIFICANCEMedium
CanadaMexicoFirst-party analytics
Retailer Data
CO
✓ VERIFIEDCoca-ColaGlobal · 23 Apr 2024
Coca-Cola commits $1.1bn to Microsoft cloud and AI capabilities
Coca-Cola announced a five-year strategic partnership and a $1.1 billion commitment to Microsoft Cloud and generative-AI capabilities, including Azure OpenAI experimentation across business functions.
BUSINESS IMPACTEnterprise enablement · $1.1bn commitment
COMMERCIAL SIGNIFICANCEHigh
$1.1bn commitment5 yearsAzure OpenAI
AI Deployment
WA
✓ VERIFIEDWalmartUSA · 14 Mar 2024
Walmart productises its AI-powered route optimisation
Walmart Commerce Technologies made its internally used AI-powered Route Optimization technology available to other businesses as a SaaS product.
BUSINESS IMPACTCost-to-serve and service levels
COMMERCIAL SIGNIFICANCEMedium
SaaS productAI routingExternal availability
Route Optimisation
CO
✓ VERIFIEDCoca-ColaGlobal · Current strategy
Coca-Cola positions RGM as a core growth-strategy pillar
Coca-Cola's investor strategy page defines Revenue Growth Management as one of four nodes in its topline growth flywheel, alongside marketing, innovation and integrated execution.
BUSINESS IMPACTRevenue, margin and portfolio mix · 1 of 4 growth pillars
COMMERCIAL SIGNIFICANCEHigh
1 of 4 growth pillarsEnterprise strategyNo outcome disclosed
CO
✓ VERIFIEDCoca-Cola FEMSABrazil · 2024 Integrated Report
Juntos+ Advisor brings AI models into frontline selling in Brazil
Coca-Cola FEMSA says it began implementing Juntos+ Advisor in Brazil, using AI models to improve sales-force capabilities and customer experience. Its broader Juntos+ platform reached 1.3 million monthly active users across Latin America.
BUSINESS IMPACTDecision quality and growth activation · 1.3m Juntos+ MAUs
COMMERCIAL SIGNIFICANCEHigh
Brazil rollout1.3m Juntos+ MAUsAI sales-force support
AI Commercial Brain
SW
✓ VERIFIEDSwire Coca-ColaChina · 2024
Project WISE uses AI-generated insights to identify sales opportunities
Swire Coca-Cola reports that its Hong Kong team's Project WISE won first prize in a group technology competition for using AI-generated insights to unlock sales opportunities and strengthen frontline sales capabilities.
BUSINESS IMPACTDecision quality and growth activation
COMMERCIAL SIGNIFICANCEMedium
AI-generated insightsFrontline salesSales opportunities
AI Commercial Brain
CO
✓ VERIFIEDCoca-Cola İçecek (CCI)Pakistan · Q2 2026
Pakistan leads CCI growth with strong commercial execution
CCI reports that Pakistan volume grew 17.0% in Q2 2026 and was the key growth driver, supported by stronger market positioning, commercial execution and product launches. At group level, disciplined RGM and affordability-focused pricing supported performance.
BUSINESS IMPACTRevenue, margin and portfolio mix · Pakistan +17.0% volume
COMMERCIAL SIGNIFICANCEMedium
Pakistan +17.0% volumeRGM + affordabilityQ2 2026
CO
✓ VERIFIEDCoca-Cola HBCSerbia · 25 Sep 2025
Predictive AI guides proactive sales actions at Coca-Cola HBC
Coca-Cola HBC Serbia says predictive AI models embedded in big-data analytics enable sales teams to propose more accurate, proactive actions for specific commercial opportunities; more than 50% of orders are automatically generated using robotic process automation.
BUSINESS IMPACTDecision quality and growth activation · >50% orders automated
COMMERCIAL SIGNIFICANCEMedium
>50% orders automatedPredictive AIProactive sales actions
AI Commercial Brain
PE
✓ VERIFIEDPepsiCoGlobal · CAGNY 2026
PepsiCo places next-generation GTM inside its technology transformation agenda
PepsiCo's 2026 CAGNY presentation identifies Next-Gen Go-to-Market and AI-powered marketing among the use cases in its technology-enabled transformation agenda, alongside a multiyear productivity program spanning digitalization and automation.
BUSINESS IMPACTOrder quality and selling productivity · 2x gross productivity 2021–25*
COMMERCIAL SIGNIFICANCEHigh
Next-Gen GTMAI-powered marketing2x gross productivity 2021–25*
High materialityStrategic prioritySlides 24–25 · Technology-enabled transformation
Sales Automation
CO
✓ VERIFIEDCoca-Cola Europacific PartnersPhilippines, Indonesia · Capital Markets Event 2025
CCEP makes technology-enabled productivity a stated growth enabler
At its FY25 Capital Markets Event, CCEP identified scaling key capabilities and accelerating productivity through technology as enablers of its growth strategy, while reaffirming mid-term objectives of approximately 4% comparable FX-neutral revenue growth and approximately 7% comparable operating-profit growth.
BUSINESS IMPACTEnterprise enablement · ~4% revenue growth objective
COMMERCIAL SIGNIFICANCEHigh
~4% revenue growth objective~7% operating-profit growth objectiveTechnology-enabled productivity
Medium materialityStrategic commitmentEvent summary · Growth strategy and key enablers
AI Deployment
CO
✓ VERIFIEDCoca-ColaGlobal · CAGNY 2025
Coca-Cola cites ShopX as a traditional-trade point-of-sale capability
In its 2025 CAGNY transcript, Coca-Cola cited ShopX as an example of how it uses point-of-sale capabilities in traditional trade to create retailer value.
BUSINESS IMPACTAvailability and in-store execution
COMMERCIAL SIGNIFICANCEEmerging
Traditional-trade POSIn-store content activationNo ordering evidence
Medium materialityPlatform capability / deployment scale undisclosedTranscript p.4 · James Quincey remarks
Perfect Store
PE
✓ VERIFIEDPepsiCoUSA · Q2 2025 earnings call
PepsiCo connects technology and AI investment to lower cost-to-serve and more selling time
Ramon Laguarta said PepsiCo's technology, AI and data investments create opportunities to integrate how North America serves rural areas, small stores and away-from-home restaurants—lowering cost-to-serve while increasing visit frequency and time to sell.
BUSINESS IMPACTOrder quality and selling productivity
COMMERCIAL SIGNIFICANCEHigh
Small stores + AFHLower cost-to-serveMore frequency + selling time
High materialityOpportunity / integration agendaTranscript pp.4–5 · CEO Q&A
Sales Automation
UN
✓ VERIFIEDUnileverIndia, Indonesia · 2025 Annual Report
Unilever confirms AI-powered ordering support for small retailers
Unilever's 2025 Annual Report says it supports small-scale retailers, primarily in India and Indonesia, through AI-powered digital ordering platforms alongside financial services and training.
BUSINESS IMPACTDigital revenue and retailer engagement
COMMERCIAL SIGNIFICANCEHigh
India + IndonesiaAI-powered orderingFinance + training
High materialityDeployedp.31 · Livelihoods and retailer support
UN
✓ VERIFIEDUnileverGlobal · 2025 Annual Report
Unilever identifies customer and channel management as a GenAI opportunity
Unilever identifies generative AI as an opportunity to improve effectiveness across consumer insights, demand creation, customer and channel management, and operations, supported by a broader modernization of digital foundations.
BUSINESS IMPACTDecision quality and growth activation
COMMERCIAL SIGNIFICANCEHigh
Consumer insightsDemand creationCustomer + channel management
High materialityStrategic opportunityp.38 · Business Transformation principal risk
AI Commercial Brain
UN
✓ VERIFIEDUnileverGlobal · 2025 Annual Report
Unilever's Personal Care AI Studio is live in four markets
Unilever reports that its Personal Care AI Studio uses integrated digital and automation tools to speed content production and was live in four markets, with further rollout planned for 2026.
BUSINESS IMPACTDigital conversion and content productivity · 4 markets
COMMERCIAL SIGNIFICANCEHigh
4 marketsFurther 2026 rolloutDigital content supply chain
Medium materialityDeployed / scalingp.24 · Personal Care strategic priorities
Digital Commerce
CO
✓ VERIFIEDCoca-ColaGlobal · CAGNY 2026
Fuel Light 360 brings real-time scenario modelling into investment decisions
At CAGNY 2026, Coca-Cola presented Fuel Light 360 as a digital scenario-modelling capability designed to give teams a common fact base and support faster investment choices.
BUSINESS IMPACTDecision quality and growth activation
COMMERCIAL SIGNIFICANCEHigh
Real-time scenariosCommon fact baseInvestment decisions
High materialityPresented capabilityCAGNY 2026 · Fuel Light 360 capability discussion
AI Commercial Brain
MA
✓ VERIFIEDMarsGlobal · 22 Apr 2026
Mars deploys Gemini Enterprise as an AI collaboration layer
Mars says its Google Cloud partnership will give associates AI assistants and a unified enterprise-search capability intended to make company knowledge easier to access and streamline work that previously required lengthy manual research.
BUSINESS IMPACTEnterprise enablement
COMMERCIAL SIGNIFICANCEHigh
Enterprise AI assistantsUnified knowledge searchGlobal workforce
High materialityDeployment announcedPress release · Partnership overview
AI Deployment
MO
✓ VERIFIEDMondelēz InternationalMexico · 23 May 2025
Mondelēz Mexico uses AI to turn granular sales data into action
Mondelēz's Sales Transformation Director in Mexico says the company is using technology and AI to simplify complex data and convert it into granular, actionable insights for faster decisions across the organisation.
BUSINESS IMPACTDecision quality and growth activation
COMMERCIAL SIGNIFICANCEHigh
MexicoGranular insightsFaster decisions
High materialityIn use / scale undisclosedInterview · Sales transformation response
AI Commercial Brain
L'
✓ VERIFIEDL'OréalGlobal · 17 Jun 2026
L'Oréal and OpenAI target agentic consumer journeys and commerce
L'Oréal announced a collaboration with OpenAI focused on two priority areas: AI-powered consumer journeys toward agentic commerce, and AI-powered professional functions spanning research, science and marketing.
BUSINESS IMPACTDigital conversion and content productivity
COMMERCIAL SIGNIFICANCEHigh
Agentic commerceConsumer journeysResearch to marketing
High materialityStrategic partnershipAnnouncement · Two priority domains
Digital Commerce
DA
✓ VERIFIEDDanoneGlobal · 10 Mar 2025
Danone connects AI-enabled field sales to in-store excellence
Danone says it is bringing products to market through AI- and data-driven field sales teams, supported by integrated Sales Planning & Execution platforms and a corporate data foundation.
BUSINESS IMPACTSeller productivity and execution
COMMERCIAL SIGNIFICANCEHigh
AI-enabled field salesIn-store excellenceSales planning + execution
High materialityDeployed direction / scale undisclosedDigital ambition · AI and data-driven field sales
AI Field Enablement
RE
✓ VERIFIEDReckittIndia · 17 Dec 2025
Reckitt applies data and AI across India's 11 million-store universe
Reckitt says its India go-to-market centre of excellence uses data and AI to enable precise distribution across 11 million stores and has lifted sales-representative productivity to 92%.
BUSINESS IMPACTSeller productivity and execution · 11m stores
COMMERCIAL SIGNIFICANCEHigh
11m stores92% sales-rep productivityIndia
High materialityDeployed / quantifiedIndia · Offline go-to-market model
AI Field Enablement
CO
✓ VERIFIEDCoca-ColaGlobal · Q1 2026
Coca-Cola CDO describes a digital growth engine built around data, technology and AI
In a public LinkedIn post tied to Q1 results, Chief Digital Officer Sedef Salingan Sahin said Coca-Cola is building a digital growth engine that embeds data, technology and AI into brand building, innovation, customer service and operations.
BUSINESS IMPACTDecision quality and growth activation
COMMERCIAL SIGNIFICANCEHigh
Data + technology + AICustomer serviceDigital growth engine
High materialityExecutive transformation agendaPublic post · Q1 2026 results commentary
AI Commercial Brain
AB
✓ VERIFIEDAB InBevGlobal · Q2 2026
BEES leadership reports more than 25 billion annualised AI-powered touchpoints
Chief BEES Officer Nick Caton said BEES enables more than 25 billion AI-powered touchpoints on an annualised basis, using platform intelligence to make retailer interactions more relevant and effective.
BUSINESS IMPACTDigital revenue and retailer engagement · >25bn annualised touchpoints
COMMERCIAL SIGNIFICANCEHigh
>25bn annualised touchpointsAI-poweredRetailer relevance
High materialityScaled platformPublic post · Q2 2026 BEES commentary
UN
✓ VERIFIEDUnileverGlobal · London Tech Week 2026
Unilever frames AI around growth, future commerce and an intelligent enterprise
In a public LinkedIn post after London Tech Week, Chief Digital & Technology Officer Sam Kini described a structured AI approach spanning growth, the future of commerce, an intelligent enterprise and everyday employee use.
BUSINESS IMPACTDecision quality and growth activation
COMMERCIAL SIGNIFICANCEHigh
Future commerceIntelligent enterpriseAI-first
High materialityEnterprise operating modelPublic post · London Tech Week 2026
AI Commercial Brain
RE
✓ VERIFIEDReckittGlobal · 14 May 2026
Reckitt leaders detail the digital-and-AI operating model behind transformation
Reckitt's Digital & Science investor event features Chief Information & Digital Officer Nigel Richardson and AI-enterprise leader Bastien Parizot explaining how digital, data and AI are embedded in the company's transformation agenda.
BUSINESS IMPACTEnterprise enablement
COMMERCIAL SIGNIFICANCEHigh
CIDO-ledAI enterpriseInvestor event
High materialityTransformation programmeInvestor event · Digital & Science
AI Deployment
DA
✓ VERIFIEDDanoneGlobal · dbAccess 2026
Danone leadership discusses AI in marketing, content and consumer relationships
At the 2026 dbAccess Global Consumer Conference, Danone CEO Antoine de Saint-Affrique and Deputy CEO Juergen Esser discussed AI applications across marketing, content, consumer relationships and productivity.
BUSINESS IMPACTDecision quality and growth activation
COMMERCIAL SIGNIFICANCEHigh
Marketing + contentConsumer relationshipsProductivity
High materialityUse cases / scale variesTranscript p.9 · AI discussion
AI Commercial Brain
MO
✓ VERIFIEDMondelēzGlobal · 25 Aug 2026
Mondelēz moves its GenAI content platform toward global adoption
Michael Lampert, Senior Director, Global Generative AI, said Mondelēz is moving its AIDA content-generation platform from a seven-market pilot toward wider global adoption. The platform combines brand knowledge bases, about 16 automated compliance checks and final human approval, with deployment primarily through trained agency partners.
BUSINESS IMPACTDigital conversion and content productivity · 7-market pilot
COMMERCIAL SIGNIFICANCEHigh
7-market pilot~16 compliance checksHuman approval
High materialityScaling toward global adoptionInterview · platform adoption, governance and commerce-content sections
Digital Commerce
SW
✓ VERIFIEDSwire Coca-ColaGlobal network · 24 Apr 2026
Swire Coca-Cola applies AI-enabled Suggested Order to outlet-level recommendations
Swire Coca-Cola says its Suggested Order tool analyses historical sales, outlet characteristics, seasonality and promotions to recommend the product mix and quantities for each outlet.
BUSINESS IMPACTOrder quality and selling productivity
COMMERCIAL SIGNIFICANCEHigh
Outlet-level recommendationsSales + outlet + promotion dataProduct mix + quantity
High materialityDeployed capability / scale undisclosedTurning Data Into Better Execution · Suggested Order
Sales Automation
UN
✓ VERIFIEDUnileverGlobal · Aug 2026
Unilever technology leader sets the foundations for scaling AI
Chief Digital & Technology Officer Sam Kini says scaling AI at Unilever requires strong data foundations, responsible governance, skills and a culture that enables confident use, spanning scientific innovation, digital twins, consumer understanding and the future of commerce.
BUSINESS IMPACTDecision quality and growth activation
COMMERCIAL SIGNIFICANCEHigh
Data foundationsResponsible governanceFuture commerce
High materialityEnterprise scaling agendaPublic post · Scaling AI at Unilever
AI Commercial Brain
CO
✓ VERIFIEDCoca-ColaGlobal · 19 Dec 2025
Coca-Cola CEO links AI-suggested orders to a higher-revenue selling system
Consumer Goods Technology reports James Quincey's Morgan Stanley conference comments that Coca-Cola's system handles 30 million store visits per week and can use AI to send suggested orders based on successful retailer patterns; he said the AI-enabled sales system produces higher revenue.
BUSINESS IMPACTOrder quality and selling productivity · 30m store visits/week
COMMERCIAL SIGNIFICANCEHigh
30m store visits/weekAI suggested ordersHigher revenue — unquantified
High materialityScaled selling system / coverage undisclosedThe Coca-Cola Co. section · paragraphs 4–7
Sales Automation
CO
✓ VERIFIEDCoca-Cola FEMSABrazil, Mexico · Vendor case study
Pitcher case study connects guided selling with Coca-Cola FEMSA's Perfect Store execution
Pitcher's named-client case study says Coca-Cola FEMSA used its platform to standardise and localise modern-trade field execution across Brazil and Mexico, equipping sales representatives with data, insights, content and guided selling.
BUSINESS IMPACTAvailability and in-store execution
COMMERCIAL SIGNIFICANCEHigh
Brazil + MexicoModern tradeGuided selling
High materialityImplemented / outcome not quantifiedPartnership and CIO interview sections
Perfect Store
RE
✓ VERIFIEDReckittUSA, Brazil, UK · 2026 client case
Reckitt's Smart Execution turns store data into prioritized frontline actions
A McKinsey client case says Reckitt's Smart Execution combines real-time data, gen AI and a new operating rhythm to recommend the right store, SKU, issue and action. It reports US display compliance rising from roughly 50–55% to about 70% or better, out-of-stock issue identification declining from 2.5% to 1.5%, and sales uplift of roughly 2% in large modern-trade markets and 5–6% in traditional-trade-led markets such as Brazil.
BUSINESS IMPACTAvailability and in-store execution · ~70%+ display compliance
COMMERCIAL SIGNIFICANCEHigh
~70%+ display complianceOOS issues 2.5% → 1.5%~2% to 5–6% sales uplift
High materialityDeployed across multiple marketsSolution and impact sections
Perfect Store
CR
✓ VERIFIEDCross-CPG benchmarkEmerging markets · 9 Apr 2026
BCG benchmarks AI companions in distributed sales channels
BCG reports that AI companions and digital sales agents can expand coverage, conversion and product lines sold in emerging-market distributed channels. Examples cited include 11% sales growth within a month for one home-care brand and, for a multinational CPG, 25% more customer-facing time and 8% more product lines per sales call.
BUSINESS IMPACTSeller productivity and execution · 11% one-month case
COMMERCIAL SIGNIFICANCEHigh
11% one-month case+25% customer-facing time+8% product lines/call
High materialityBenchmarks / anonymised casesSlides 1–11 · Transformational Change and use cases
AI Field Enablement
CR
✓ VERIFIEDCross-CPG benchmark12 markets including Brazil, China, India, UK and USA · 26 Aug 2026
BCG finds AI already influencing purchase decisions across priority markets
BCG's survey of more than 13,000 consumers across 12 markets found that 31% had used AI in a purchase journey, about 20% relied on it regularly and 13% bought what AI recommended. In developing markets, 50% used AI in purchase journeys, 36% relied on it regularly and 26% bought on its recommendation, compared with 26%, 14% and 10% respectively in developed markets.
BUSINESS IMPACTDigital conversion and content productivity · >13K consumers
COMMERCIAL SIGNIFICANCEHigh
>13K consumers12 markets31% used AI in purchase journeys
High materialityCross-market consumer evidence / commercial response emergingAbout Our Research; Age of AI-Driven Decisions; Six Imperatives
Digital Commerce
PE
✓ VERIFIEDPepsiCoEnterprise / geographies undisclosed · 11 Jun 2026
PepsiCo deploys AI optimisation for pricing and promotions at enterprise scale
A refereed paper authored by PepsiCo practitioners describes two developed and deployed Revenue Growth Management systems. PromoAI combines machine-learning promotional forecasts with mixed-integer linear programming to optimise promotional calendars across trade channels and search millions of product-promotion-timing combinations. PricingAI combines Bayesian own- and cross-price elasticity models with nonlinear optimisation to recommend multi-period base-price changes against revenue and margin objectives.
BUSINESS IMPACTRevenue, margin and portfolio mix · 2 deployed RGM systems
COMMERCIAL SIGNIFICANCEHigh
2 deployed RGM systemsMillions of promo combinationsPricing + promotion optimisation
High materialityDeployed at enterprise scale / coverage undisclosedAbstract · PromoAI and PricingAI system descriptions
CO
✓ VERIFIEDCoca-Cola HBCGroup footprint · FY 2025
Coca-Cola HBC's upgraded Customer Portal is live in 22 markets
Coca-Cola HBC reports that its upgraded Customer Portal eB2B platform was live in 22 markets at the end of 2025, with the active customer base continuing to grow.
BUSINESS IMPACTDigital revenue and retailer engagement · 22 markets live
COMMERCIAL SIGNIFICANCEHigh
22 markets liveActive customers growingDigital order share undisclosed
High materialityScaled platform / adoption rate undisclosedFY2025 results presentation · p.23
CO
✓ VERIFIEDCoca-Cola İçecek (CCI)12-country footprint; Pakistan use case · 2025 Integrated Report
CCI confirms current CCINEXT use but does not disclose pure-eB2B scale
CCI's 2025 Integrated Report says the company serves approximately 1.4 million sales points across 12 countries and describes a fully digital Pakistan promotion enabled through WhatsApp integration with CCINEXT.
BUSINESS IMPACTDigital revenue and retailer engagement · ~1.4m total sales points
COMMERCIAL SIGNIFICANCEHigh
~1.4m total sales points12 countriesApp + WhatsApp + contact centre
Medium materialityPlatform active / digital adoption undisclosed2025 Integrated Report · pp.95 and 100
CO
✓ VERIFIEDCoca-Cola Europacific PartnersMulti-country MyCCEP footprint · FY 2025
MyCCEP reaches about 280,000 registered customers and €2.38bn revenue
CCEP reports that MyCCEP served approximately 280,000 registered customers and closed 2025 with €2.38 billion of revenue through the portal—equivalent to roughly 11% of CCEP's reported group revenue.
BUSINESS IMPACTDigital revenue and retailer engagement · ~280K registered customers
COMMERCIAL SIGNIFICANCEHigh
~280K registered customers€2.38bn portal revenue~11% of FY2025 revenue
High materialityScaled platform / active users undisclosed2025 Annual Report · Great execution · MyCCEP
CO
✓ VERIFIEDCoca-Cola FEMSALatin America · FY 2025
Juntos+ exceeds 1.3 million monthly active users
Coca-Cola FEMSA reports that Juntos+ reached more than 1.3 million monthly active users by year-end 2025, while 1.6 million customers were enrolled in the Premia Juntos+ loyalty programme.
BUSINESS IMPACTDigital revenue and retailer engagement · >1.3m monthly active users
COMMERCIAL SIGNIFICANCEHigh
>1.3m monthly active users1.6m loyalty enrolments>70% salesforce on Advisor
High materialityScaled omnichannel platform2025 Integrated Report announcement · Commercial Platform and Digitalization
UN
✓ VERIFIED · HISTORICAL ADDITIONUnileverMexico · 13 Aug 2026
Unilever's AI-enabled Walmart pilot delivers 98%+ on-shelf availability in Mexico
Unilever says its AI-enabled customer-connectivity model integrates forecast and sales data with Walmart. In a Mexico pilot, it delivered more than 98% on-shelf availability, reduced inventory and supported category growth.
BUSINESS IMPACTAvailability and in-store execution · >98% on-shelf availability
COMMERCIAL SIGNIFICANCEHigh
>98% on-shelf availabilityWalmart Mexico pilotForecast + sales data
High materialityDeployed pilot / scale undisclosedHow do you handle demand changes? · Walmart Mexico pilot
Perfect Store
PE
✓ VERIFIEDPepsiCoUSA · 8 Oct 2026
PepsiCo advances a hybrid food-and-beverage service model in the USA
On PepsiCo's Q3 2026 earnings call, CEO Ramon Laguarta said the One North America integration was working on the physical layer across warehouses and transportation and had moved into delivery design for small and large stores. PepsiCo expects the integrated model to apply only in selected geographies, with refranchising considered elsewhere.
BUSINESS IMPACTCost-to-serve and service levels
COMMERCIAL SIGNIFICANCEHigh
Warehouses + transportationSmall + large storesHybrid by geography
High materialityPilot / partial deployment; coverage undisclosedQ3 2026 Q&A · One North America discussion
Route Optimisation
MO
✓ VERIFIED · HISTORICAL ADDITIONMondelēz InternationalGlobal / markets undisclosed · Vendor customer story
Mondelēz reports sales uplift from SKU recommendations and route optimisation
A Databricks named-client case quotes Mondelēz Global ML Engineering and Ops lead Sachin Kulshrestha and says SKU recommendation models increased store-level topline sales by 2–4% and raised sales-representative effectiveness to about 80%. The company also uses machine learning for route optimisation and pricing and promotion simulations.
BUSINESS IMPACTOrder quality and selling productivity · 2–4% store-level sales uplift
COMMERCIAL SIGNIFICANCEHigh
2–4% store-level sales uplift~80% rep effectiveness3,000 models in production*
High materialityProduction use / commercial coverage undisclosedSales execution and route optimisation sections
Sales Automation