In today’s rapidly evolving consumer products (CP) landscape, brands face mounting pressure to deliver seamless, personalized experiences directly to consumers. The convergence of artificial intelligence (AI), e-commerce, and unified data platforms is fundamentally reshaping how CP companies engage with their customers, drive direct-to-consumer (D2C) growth, and overcome the persistent challenge of data silos. As digital disruptors and mature incumbents raise the bar, CP firms must move beyond incremental improvements to achieve true data-driven customer centricity.
While many CP organizations 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 launching D2C experiences, subscription models, and reallocating resources to meet new consumer demands. Yet, the real differentiator today is the ability to unify data, operationalize AI, and deliver context-aware engagement at every touchpoint.
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 channels.
AI is at the heart of the next wave of customer experience transformation in the CP sector. While a majority 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. 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.
Leading CP firms are embracing several best practices to maximize the value of their data and technology investments:
Publicis Sapient has helped leading CP and retail brands achieve measurable business outcomes by breaking down data silos and operationalizing AI:
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:
Adobe Experience Platform (AEP) is a modern CDP that unifies first-, second-, and third-party data in real time, creating actionable, real-time customer profiles. With AEP, CP brands can orchestrate journeys with continuous intelligence and governance, activate personalized experiences across any channel, and ensure robust privacy controls and data management. Publicis Sapient’s proprietary methodologies and agile, cross-functional teams ensure that every technology investment is tied to clear business outcomes and measurable ROI.
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.