Personalization, Artificial Intelligence (AI), And The New Consumer Products Industry

The most disruptive force in the consumer products (CP) industry today is the consumer. In the old days, many consumers would accept poor buying experiences – mostly because they had nowhere else to go. But today, CP companies can no longer depend on captive consumers who are reliably channeled to a few retail outlets in the physical world, where the bulk of control exists on the supply side of the equation. In a digital economy, consumers can buy anywhere – in an instant. This change has led to an emphasis on outcomes. Because when consumers can go anywhere, they need a reason to choose you.