AI ambition to commercial impact
The executive’s guide to building commercial excellence in CPG/Retail
Discover how CPG and retail leaders can turn AI ambition into measurable business outcomes by connecting supply, shelf and shopper decisions.
AI is becoming part of every commercial decision across consumer packaged goods and retail organizations. From forecasting demand and planning promotions to optimizing store execution and personalizing customer engagement, businesses are under pressure to turn AI investments into measurable performance improvements.
But achieving value from AI requires more than technology adoption. Success depends on connecting planning, execution and customer intelligence, while establishing the data, governance and workflows needed to support better decisions. Organizations often find themselves at different stages of readiness, from disconnected data environments to AI-enabled autonomous operations.
This executive guide helps leaders understand where they are on the path to AI maturity, identify barriers to progress and determine the next actions that will create the greatest commercial impact. It explores practical approaches to connecting supply chain, commercial and customer intelligence through AI-powered, helping organizations improve growth, efficiency and accountability.
Experts
Alonso Fernandez
Alonso Fernandez has over 28 years of experience in advising organizations on large-scale transformation and digital strategy. Born in Barcelona, he has led initiatives in Europe, the Americas and beyond, working closely with industry leaders to improve competitiveness and operational performance. His background spans consulting, product strategy and global program execution, with deep experience in both the industrial and services sectors. Alonso combines a pragmatic, results-oriented approach with a global perspective shaped by decades of delivering complex, cross-market initiatives.
Carey Wong
Adrian Bertschinger
Adrian Bertschinger is a retail transformation leader with over 30 years of experience helping major retailers navigate large-scale change. Having spent most of his career at Accenture as a Managing Director, he has advised C-suite leaders in food, general merchandise and apparel on technology, data and customer experience strategy. At NTT DATA, Adrian helps retailers unlock the full value of their data, infrastructure and customer relationships, including the fast-growing opportunity in retail media.
Pedro Béjar Castán
Pedro is executive director at NTT DATA, where is he responsible for leading NTT DATA’s work with the World Economic Forum’s Advanced Manufacturing and Supply Chain initiative. Pedro has deep experience in global transformations across supply chain, manufacturing and customer care for international CPG, industrial and life science companies. He has led the design, implementation and operation of new supply chain processes, organizations and their associated IT capabilities.