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 progressively integrated advanced AI technologies since 2019, evolving from initial AI ROI analysis to comprehensive generative AI adoption across product innovation, supply chain, and market analysis by 2025.
Since 2018, Kimberly-Clark has progressively embedded AI and digital transformation in its operations, expanding from supply chain efficiency innovations to generative AI applications by 2025, driven by leaders such as Zack Hicks.
Keurig Dr Pepper has been progressively integrating AI across its operations since 2020, leveraging cloud partnerships (Google Cloud, Microsoft Azure) and generative AI tools (OpenAI's ChatGPT and DALL·E) to drive product innovation, marketing, and operational efficiency, culminating in a major $18B acquisition of JDE Peet's in Q3 2025 to boost market share.
Clorox has progressively integrated AI since 2018, initially with chatbots for RenewLife and COVID-19 education, evolving to a major $580M digital transformation investment by 2024-2025 focused on AI-driven product innovation, consumer insights, and operational efficiencies, with CEO Linda Rendle prominently associated with these strategic efforts.
PepsiCo has progressively integrated AI across its entire value chain from 2019 to 2025, including product innovation, supply chain management, marketing, and customer experience, showing a consistent and increasing adoption trend.
Nestlé has progressively expanded the adoption of AI and machine learning across multiple facets of its business from 2022 through 2025, demonstrating a clear trajectory from innovative product quality control and R&D enhancement to large-scale digital transformation including sustainability, personalized nutrition, and operational efficiency.
Procter & Gamble (P&G) has steadily increased its adoption of AI from exploratory stages in 2017 to enterprise-wide integration by 2025, including advanced generative and agentic AI models embedded throughout operations.
Unilever has progressively integrated AI technologies across several core domains from 2023 through 2025, including supply chain optimization, R&D acceleration, marketing content creation, and personalized consumer experiences, with emphasis on sustainability and innovation.
Mondelez International has progressively integrated AI across its R&D, marketing, product development, and supply chain functions from 2023 through 2025, showing increasing adoption and sophistication.
Since 2021, Coca-Cola has progressively embraced AI technologies, evolving from big data analysis for consumer insights to advanced generative and agentic AI integrations across marketing, operations, and product innovation.
54 Use Cases in Consumer
| Company | Use Case |
|---|---|
| Kimberly-Clark | Creative Marketing Deploying generative AI technologies to create innovative marketing campaigns and product development ideas, enhancing brand creativity and engagement. generative |
| Colgate-Palmolive | Sustainability Innovation Colgate-Palmolive collaborates with Erthos on an AI-powered biomaterials platform to accelerate the development of sustainable packaging materials, lowering environmental impact and risk. traditional |
| Unilever | Talent Acquisition AI solutions support recruitment by attracting, analyzing, and selecting optimal candidates for thousands of roles, enhancing hiring efficiency and workforce quality. traditional |
| Unilever | Influencer Marketing Unilever leverages AI platforms with generative models to scale influencer marketing networks, create credible campaigns, and increase organic engagement and growth for brands such as Dove, improving return on marketing investment. generative |
| Unilever | Consumer Insights Unilever applies conversational AI and social listening tools to analyze consumer feedback and social data in multiple languages, generating real-time insights that inform demand forecasting, product validation, and marketing strategies. traditional |
| Nestlé | Sustainable Packaging In partnership with IBM, Nestlé uses generative AI and chemical language models to accelerate the development of recyclable, high-barrier food packaging that reduces environmental impact. agentic |
| Clorox | Supply Chain Clorox uses AI-driven demand forecasting and supply chain analytics to better align inventory and distribution, improving efficiency and reducing operational risks related to product availability. traditional |
| Clorox | Product Innovation Clorox leverages generative AI and machine learning models to analyze consumer preferences, generate new product concepts (like for Hidden Valley Ranch), and rapidly prototype digital ideas to accelerate R&D and bring innovative products to market. generative |
| Procter & Gamble | Autonomous Operations P&G employs agentic AI systems that autonomously manage brand logistics, manufacturing workflows, and model deployments, enabling faster, scalable decision-making with minimal human intervention. agentic |
| Clorox | Pricing Optimization Clorox applies AI tools to optimize pricing strategies dynamically, leveraging predictive analytics that combine consumer demand signals and competitive data to improve margins and market responsiveness. traditional |