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 steadily increased its adoption of AI from 2019 through 2025, evolving from early ROI analysis to advanced generative AI use in product development, marketing, and supply chain optimization. Key figures include CEO Noel Wallace and executives like Diana Haussling and Dilek Ozler, driving AI integration across business units.
Kimberly-Clark has progressively integrated AI technologies since 2018, evolving from early adoption of big data and IoT to advanced AI applications in supply chain optimization, transportation, and generative AI content by 2025.
Keurig Dr Pepper (KDP) has progressively expanded its AI adoption from 2020 to 2025, integrating cloud computing (Google Cloud, Microsoft Azure), AI-driven marketing tools, and generative AI technologies (OpenAI's ChatGPT, DALL·E) to enhance product innovation, personalized consumer experience, and operational efficiency.
Clorox has progressively integrated AI technologies from 2018 through 2025, evolving from chatbot implementation (RenewLife) to advanced generative AI tools across marketing, R&D, and consumer insights.
PepsiCo has progressively integrated AI into multiple facets of its business since 2019, evolving from foundational machine learning applications to advanced agentic AI systems by 2025, with notable leadership and strategic initiatives from Kanioura, Chief Strategy and Transformation Officer.
Nestlé has progressively integrated AI and machine learning across its R&D, manufacturing, marketing, and sustainability efforts from 2022 through 2025, reflecting an increasing adoption trend with significant investments like A$30m at the KitKat factory and launching AI-driven brand content platforms.
Procter & Gamble (P&G) has demonstrated a strong and steadily increasing adoption of AI and machine learning technologies from exploratory phases in 2017 to widespread enterprise integration by 2025, with significant contributions from key executives including Jeff Kent and CEO Jon Moeller.
Unilever has progressively integrated AI from 2023 through 2025, embedding it deep into R&D, supply chain, marketing, and consumer engagement, emphasizing innovation, sustainability, efficiency, and hyper-personalization.
Mondelez has progressively integrated AI across R&D, marketing, supply chain, and product innovation from 2023 through 2025, scaling from exploratory projects to large-scale generative AI deployments.
Coca-Cola has steadily integrated AI across marketing, product development, and operations from 2021 through 2025, evolving from early consumer preference analytics to enterprise-wide AI deployments including generative and agentic AI models.
58 Use Cases in Consumer
| Company | Use Case |
|---|---|
| Colgate-Palmolive | Marketing Validation The brand Hello uses AI tools as an 'amplifier' and gut-check mechanism in marketing campaigns, enabling data-driven validation and enhancement of messaging strategies to improve customer engagement. generative |
| Keurig Dr Pepper | Marketing Personalization Keurig Dr Pepper utilizes AI and machine learning to enhance digital marketing efforts, including personalized ads, social intelligence, and audience insights, leveraging partnerships with Amazon and Disney. traditional |
| Unilever | Supply Chain Optimization Unilever employs AI and IoT to enhance supply chain resilience, optimize inventory, automate smart manufacturing, and reduce waste, enabling a responsive and sustainable end-to-end value chain. traditional |
| Unilever | Personalized Marketing Unilever uses AI-driven digital twins and generative content platforms to create hyper-personalized, social-first marketing content, accelerating time to market and scaling influencer networks to boost brand growth. generative |
| Kimberly-Clark | Creative Marketing Use of generative AI to bolster creativity in product marketing campaigns, such as for 'blush' products, enhancing brand differentiation and consumer engagement. generative |
| Unilever | Content Creation AI tools combine physics, data, and material science to generate high-quality product imagery and designs faster and more cost-effectively, supporting marketing teams and enabling rapid campaign deployment. generative |
| Kimberly-Clark | Supply Chain Kimberly-Clark uses AI-powered platforms to optimize supply chain operations by addressing order bunching, improving logistics, and enhancing delivery efficiency. traditional |
| Unilever | Talent Acquisition Unilever deploys AI to enhance recruitment processes by attracting, analyzing, and selecting the best candidates for various roles across the organization. traditional |
| Procter & Gamble | Operations Automation P&G integrates agentic AI to autonomously manage manufacturing, logistics, and brand operations, improving efficiency and reducing operational deployment time by up to 90%. agentic |
| Procter & Gamble | Product Development AI accelerates P&G's product development cycles by automating research analysis and testing processes, reducing time-to-market by 22%. agentic |