Artificial intelligence is becoming more common in the Consumer Packaged Goods (CPG) industry, but experts say its true value comes from how it is integrated into business processes. Dr. Brian Harris, a leading figure in category management, said, “It’s crucial to remember that AI is a tool. A tool that doesn’t drive a proven business process will have limited value. You need to connect AI applications step-by-step into a business process like category management to achieve its full potential.”
This summer, Storesight organized a series of webinars to discuss new developments in retail intelligence and category management. The sessions featured insights from Storesight leaders Ty Kasperbauer, Bram Warshafski, and Henry Ho, as well as Dr. Harris.
In July, the first webinar addressed the recent merger between Shelfgram and Field Agent under the Storesight brand. This combination brings together Field Agent’s network of 3 million shoppers for real-time data collection with Shelfgram’s AI platform. According to the company, this enables brands to access actionable intelligence faster than before.
The panel outlined several changes for CPG brands using these tools. Real-time shelf data now allows companies to move away from delayed sales reports and instead respond quickly to issues such as out-of-stocks or pricing errors. As retailers adopt similar technologies, they expect their vendor partners to provide timely and detailed insights based on current data rather than past performance.
One example shared was of a manufacturer who used the platform’s capabilities to become a strategic partner at Walmart after years of effort by providing relevant category insights.
A second webinar in August focused on evolving category management practices. Dr. Harris argued that traditional methods are no longer effective: “the 35-year-old process that built the industry is now holding it back.” He described problems with the old approach being too tactical, backward-looking, and slow for today’s market conditions.
To address these issues, Dr. Harris proposed a new framework emphasizing strategy (understanding shopper behavior), planning (identifying key shoppers), and execution (implementing plans). This model relies on real-time data streams rather than historical information.
Ty Kasperbauer added that organizational alignment remains important during these changes: “the key to embracing any of this change will come with sticking to the accountability and responsibility clearly so there’s full alignment and fulfillment within the organization.”
Storesight leaders concluded that combining advanced platforms with updated processes gives brands an advantage in retail collaboration and decision-making.
