An increasing number of consumer packaged goods (CPG) players are integrating artificial intelligence (AI) in fast-moving consumer goods (FMCG) operations to streamline the production, distribution, as well as consumption of their products. The FMCG market has become more competitive than ever. And this competition is only going to get more intense. Sustaining profitability in such a competitive era is getting increasingly challenging for businesses. And as is often said, businesses that sell experiences rather than just products will get an advantage.

Staying ahead of the technology curve means strengthening your competitive advantage. That is why we give you data-driven innovation insights into the fast-moving consumer goods (FMCG) industry. This time, you get to discover 5 hand-picked startups developing artificial intelligence (AI) solutions. The insights of this data-driven analysis are derived from the Big Data & Artificial Intelligence-powered StartUs Insights Discovery Platform, covering 1.379.000 The platform gives you an exhaustive overview of emerging technologies & relevant startups within a specific field in just a few clicks.

Instead of cutting marketing budgets, Diageo decides to invest in marketing but to remove inefficient expenditures, and thus improve profits by shifting money investments. Two years ago, the company launched the platform Catalyst, whose main goal is to provide instant data to marketeers and help them create investment-worthy strategies. According to Diageo's global marketing effectiveness director, Adam Ben-Yousef, they have "achieved a more profound shift at the highest level in the belief in marketing investment. Marketing is no longer the first spend to be cut when a market wants to deliver its annual plan." It does that by solving issues and helping companies reach customer satisfaction.

Artificial Intelligence (AI) and programmatic advertising can prove to be great tools for FMCG brands in garnering better customer engagement. With the use of programmatic data, brands can generate personalised content for consumers. Unlike before, with programmatic data one can also generate real-time data with respect to a consumer's walks into the store. AI will also instantly allow the brand to understand market trends which lead to better customer personalization. We at exchange4media got in touch with marketing leaders and brands to get their perspective on how the FMCG sector can leverage from AI and programmatic advertising.

Rather than posing any sort of "threat", the digital transformation brings immense opportunities for boosting transparency, organisational efficiency and implementing rigorous monitoring processes. Technology is revolutionising businesses, and the FMCG sector is no exception. The rise of artificial intelligence, data analytics, the Internet of Things and blockchain all have huge implications for supply chain management, business-to-business transactions and even marketing programmes. There can be a tendency to fear technological change; media headlines tend to be dominated by fears over robots taking all the jobs. However, the digital transformation should be considered an opportunity, especially when it comes to the consumer goods sector and food safety.