Artificial Intelligence in Consumer Companies
We analyzed the enterprise AI use cases of 10 consumer companies to understand trends, impact, and insights.
Consumer companies' adoption of AI
Overview
Colgate-Palmolive has significantly expanded its deployment of AI technologies from initial explorations in 2019 to broad enterprise-wide adoption by late 2025, focusing on accelerating product innovation cycles, sustainability in packaging, and decision intelligence, with CEO leadership notably from Noel Wallace and Prabha Narasimhan.
Kimberly-Clark has progressively integrated AI into its operations from 2018 onwards, focusing on big data, IoT, and AI-enhanced supply chain management, achieving millions in cost savings and improved logistics efficiency.
Since 2020, Keurig Dr Pepper (KDP) has progressively integrated AI and cloud technologies to optimize operations, marketing, and customer experience, including partnerships with Google Cloud, Microsoft Azure, OpenAI, and Salesforce.
Clorox has steadily increased its adoption of AI technologies from early chatbot use in 2018 to broad generative AI innovation by 2024-2025, investing around $580 million in digital transformation to improve product development, marketing, and consumer insights.
PepsiCo has experienced a continuous and accelerating adoption of AI technologies from 2019 through 2025, evolving from early experimental applications in production to sophisticated agentic AI deployments for enterprise-wide automation and customer engagement.
Nestlé has progressively integrated AI across multiple facets including R&D, product innovation, manufacturing, sustainability, and marketing, culminating in significant efficiency and revenue impact; by 2025, AI accelerates product development reducing time from 3 months to 3 weeks and contributes to $92 billion annual revenue.
Procter & Gamble (P&G) has progressively scaled AI adoption from exploratory initiatives in 2017 to deep enterprise-wide integration by 2025, with AI powering 65% of product development, reducing development time by 22%, and accelerating product rollouts by 80%.
Unilever has progressively integrated AI across its product innovation, supply chain, and marketing with increasing sophistication from 2023 to late 2025, including leveraging generative AI, digital twins, and AI-powered personalization to accelerate time-to-market, reduce costs, and enhance consumer engagement.
Mondelez International has progressively integrated AI technologies across R&D, marketing, and supply chain functions between 2023 and 2025, with a sharp acceleration in generative AI adoption in marketing from mid-2024 onward.
Coca-Cola has progressively integrated AI technologies from basic consumer insight analytics in 2021 to enterprise-wide generative AI-driven marketing, product development, and operational enhancements by 2025, underpinned by a $1.1 billion partnership with Microsoft and collaborations with NVIDIA and Adobe.
56 Use Cases in Consumer
| Company | Use Case |
|---|---|
| Kimberly-Clark | Data Democratization AI technologies are used to break down silos and reshape collaboration across sales and marketing teams, enhancing data accessibility and teamwork. traditional |
| Mondelez International | Marketing Efficiency Mondelez developed and deployed generative AI platforms to create personalized, multimedia marketing content at scale, significantly reducing production costs by 30-50%, enhancing marketing reach and consumer engagement. generative |
| Keurig Dr Pepper | Recruitment Screening KDP employs AI tools to assist with initial resume screening and candidate matching, improving recruitment efficiency and reducing time to hire. traditional |
| Nestlé | Procurement Optimization AI automates invoice review and e-auction processes leading to greater operational procurement efficiencies and cost savings. traditional |
| Kimberly-Clark | Creative Campaigns Leveraging generative AI to create innovative marketing content and retail media strategies to connect emotionally with consumers and drive conversions. generative |
| Colgate-Palmolive | Sustainable Packaging Through partnership with Erthos and use of the AI-powered Zya platform, Colgate-Palmolive accelerates R&D of biomaterials for packaging, enabling faster, cost-effective development of recyclable and compostable materials while reducing plastic usage. traditional |
| Clorox | Supply Chain AI-driven models help Clorox optimize inventory management and demand prediction to improve efficiency, reduce waste, and better align production with consumer demand. traditional |
| Clorox | Pricing Optimization Clorox deploys AI tools within pricing, planning, and advertising optimization to improve profit margins and reduce costs by automating decisions based on market data and demand trends. traditional |
| Clorox | Product Innovation The company employs generative AI and machine learning models to rapidly generate product concepts, analyze flavor trends, and design targeted marketing campaigns, notably revitalizing the Hidden Valley Ranch brand with AI-driven insights. generative |
| Kimberly-Clark | Supply Chain Optimization Kimberly-Clark uses AI-powered platforms to optimize distribution planning, reducing order bunching and improving trailer space utilization, which decreases distribution costs and improves on-time delivery. traditional |