In today’s rapidly evolving marketplace, consumer products (CP) firms are under unprecedented pressure to deliver seamless, personalized, and value-driven experiences directly to consumers. The convergence of artificial intelligence (AI), e-commerce, and unified data platforms is reshaping how CP companies engage with their customers, drive direct-to-consumer (D2C) growth, and overcome the persistent challenge of data silos. This sector-specific exploration reveals how leading CP firms are leveraging these technologies to unlock new growth, adapt to shifting consumer behaviors, and build lasting brand loyalty—while also highlighting the unique challenges and best practices that define successful transformation.
Consumer products companies have long recognized the value of digital transformation, but the stakes have never been higher. While more than half of CP firms describe themselves as “partially” or “mostly” digital, only a small fraction have fully mastered advanced data and analytics platforms. The COVID-19 pandemic accelerated the shift to digital, with brands rapidly standing up D2C experiences, launching subscription models, and reallocating resources to meet new consumer demands. Yet, as digital disruptors and mature incumbents raise the bar, CP firms must move beyond incremental improvements to achieve true data-driven customer centricity.
One of the most significant hurdles for CP firms is the fragmentation of data across brands, markets, and departments. While many organizations actively collect first-party data from e-commerce, D2C partners, and social channels, less than half are enriching this data with second- and third-party sources. This siloed approach limits the ability to create a unified, 360-degree view of the customer—essential for delivering personalized experiences and driving innovation.
Unified data platforms, such as customer data platforms (CDPs), are increasingly being adopted to address this challenge. These platforms enable CP firms to:
The result is a more holistic understanding of consumer preferences, behaviors, and journeys—fueling more relevant and timely engagement across all touchpoints.
AI is at the heart of the next wave of customer experience transformation in the CP sector. While 71% of CP firms believe they are ahead of competitors in AI adoption, nearly half still struggle to monetize these investments for meaningful ROI. The most successful organizations are those that move beyond experimentation to operationalize AI across the business, using it to:
E-commerce remains a critical growth engine, with owned digital channels and D2C models—such as subscriptions—gaining traction. However, the true differentiator is the ability to use AI and unified data to create seamless, context-aware experiences that anticipate and meet consumer needs in real time.
The pace of change in consumer behavior is relentless. CP firms must be agile, continuously testing and learning to stay ahead. This requires:
Firms that foster a critical-minded, experimental approach to data and AI are better positioned to adapt quickly, capitalize on emerging trends, and build trust with both consumers and employees.
Leading CP firms are embracing several best practices to maximize the value of their data and technology investments:
Publicis Sapient’s partnership with Adobe exemplifies the power of combining industry-leading technology with deep sector expertise. Together, we help CP firms transform their operations and customer experiences through:
Our proprietary methodologies, combined with the Adobe Experience Cloud and Adobe Experience Platform, empower CP brands to build meaningful relationships with customers, drive e-commerce growth, and stay ahead in an ever-disruptive marketplace.
The horizon for customer experience innovation in the consumer products industry is bright. As technology continues to evolve, CP firms that invest in unified data, AI, and a culture of agility will be best positioned to deliver the personalized, context-driven experiences that today’s consumers demand. By overcoming data silos, operationalizing AI, and embracing a test-and-learn mindset, CP brands can unlock new sources of growth, deepen customer loyalty, and secure their place as leaders in the digital economy.
Ready to transform your customer experience? Discover how Publicis Sapient and Adobe can help your organization build the data-driven foundation for sustainable, scalable growth in the consumer products sector.