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 AI across multiple facets of its business from 2019 to 2025, evolving from exploratory ROI analysis to advanced generative AI for product innovation, decision intelligence in supply chain, and sustainable packaging development.
Kimberly-Clark has progressively integrated AI technologies since 2018, evolving from initial uses of big data and IoT to advanced AI applications including generative AI and autonomous manufacturing systems by 2025.
Keurig Dr Pepper (KDP) has steadily increased its AI adoption from 2020 onward, integrating AI-driven cloud transformations (Google Cloud, Azure IoT) and generative AI tools like OpenAI's ChatGPT and DALL·E to enhance marketing, promotions, and customer engagement.
Clorox has progressively expanded AI adoption since 2018, initially implementing chatbots for customer engagement and evolving to sophisticated generative AI and machine learning applications by 2024-2025, supported by a $580 million digital transformation investment.
PepsiCo has progressively integrated AI across its operations from 2019 to 2025, evolving from initial machine learning applications in production like Cheetos manufacturing to advanced agentic AI deployments managing sales, customer support, and supply chain automation.
Nestlé has progressively integrated AI since 2022, expanding from innovative process control and R&D improvements to comprehensive applications in product innovation, supply chain, sustainability, and employee productivity, now generating over $92 billion in annual revenue supported by AI-driven product development.
Procter & Gamble (P&G) has progressively integrated AI from exploratory stages in 2017 to deeply embedding autonomous and generative AI systems by 2025, now powering 65% of product development and reducing development time by 22%.
Unilever has significantly increased its adoption of AI from 2023 through 2025, expanding AI-driven innovation, supply chain optimization, personalized consumer experiences, and marketing efficiency. Key figures include Steve McCrystal, Chief Enterprise and Technology Officer, and Esi Eggleston Bracey, Chief Growth and Marketing Officer, who emphasize AI's strategic role in driving growth and cost reductions.
Mondelez International has progressively integrated AI across multiple domains since mid-2023, including R&D, marketing, supply chain, and product development, showing a clear upward adoption trend.
Coca-Cola has strategically embraced AI since 2021, evolving from using big data for consumer preference insights to deploying advanced generative and agentic AI technologies across marketing, product development, and supply chain. Significant investments include a $1.1B five-year partnership with Microsoft focused on cloud migration and generative AI applications.
60 Use Cases in Consumer
| Company | Use Case |
|---|---|
| Keurig Dr Pepper | Candidate Screening Keurig Dr Pepper uses AI for initial resume screening and candidate matching, increasing recruiting efficiency and ensuring better talent acquisition. traditional |
| Colgate-Palmolive | Marketing Amplification AI is used to enhance marketing effectiveness by augmenting consumer data analysis and 'gut-checking' AI-generated strategies, as demonstrated by the Hello personal care brand under CEO Diana Haussling. generative |
| Kimberly-Clark | Data Collaboration Kimberly-Clark uses AI tools to democratize data access and reshape collaboration between sales and marketing teams, breaking down silos and enabling more integrated, data-driven decision-making. traditional |
| Nestlé | Forecast Optimization Nestlé integrates AI into demand forecasting, recipe formulation, and sustainability planning to improve accuracy and reduce waste. traditional |
| Kimberly-Clark | Customer Engagement The company employs generative AI and dynamic content optimization to deliver moment-based messaging and creative retail media campaigns, increasing consumer interaction and sales conversion, as exemplified by initiatives led by Adrianne del Sol. generative |
| Colgate-Palmolive | Clinical Diagnosis Colgate-Palmolive is advancing AI-assisted tools for improving clinical dental diagnoses, treatment planning, and patient outcomes, incorporating AI-enhanced image analysis software in professional dental settings. traditional |
| Kimberly-Clark | Supply Chain Optimization Kimberly-Clark uses AI-powered distribution planning platforms to address inefficiencies such as ‘order bunching’ and underutilized trailer space, improving on-time delivery and reducing distribution costs by several million dollars. traditional |
| Unilever | Talent Acquisition Unilever uses AI solutions to attract, analyze, and select the best candidates efficiently for thousands of roles globally, improving recruiting outcomes and speeding hiring. traditional |
| Unilever | Consumer Insights Conversational AI and advanced social listening tools enable Unilever to translate consumer feedback into actionable insights rapidly, supporting product innovation, demand forecasting, and viral marketing strategies. traditional |
| Unilever | Marketing Efficiency Using generative AI and digital twin technologies, Unilever accelerates content creation for marketing campaigns up to 3 times faster, reduces production costs by half, and enhances engagement metrics, enabling rapid response to social trends and viral marketing. generative |