Global CPG companies join generative and agentic AI rush
Jul 14, 2025
Global consumer packaged goods companies are adopting AI even as the technology evolves constantly. They are applying rapidly evolving generative AI to manage core functions while simultaneously figuring out how to adopt emerging agentic AI, as reported in PYMNTS.
It’s like building an app while the operating system rewrites itself in the background.
As a result, businesses are realizing short-term gains, but they’re also running into new challenges in managing quality, consistency, and outcomes at scale.
Companies are seeing quick wins by embedding GenAI into core functions
CPG giants like Unilever, Nestlé, and PepsiCo are rethinking how they operate in a world reshaped by AI. According to PYMNTS, many have already embedded GenAI into foundational processes, from automating content creation to accelerating research and development.
What once required months of manual work, such as generating product descriptions, compiling retail analytics, or simulating new packaging designs, can now be completed in hours.
The payoff has been immediate in certain areas. AI tools are streamlining marketing operations, driving personalization at scale, and improving forecasting accuracy.
Some companies are already deploying GenAI to refine product innovation by analyzing consumer sentiment across massive datasets. Others are using it to localize campaigns and digital experiences across markets at a pace and precision that would have been impossible a few years ago.
But scaling GenAI reveals issues with quality, control, and context
As CPGs rush to modernize, they are also uncovering the limitations of GenAI when applied at scale. According to PYMNTS, executives cite quality control as a mounting concern.
While GenAI can quickly generate copy, images, or data summaries, the outputs often lack the brand-specific context, cultural nuance, or compliance oversight required in highly regulated markets.
There’s also growing tension between experimentation and governance: how to empower teams to use GenAI tools freely without compromising brand integrity or data privacy.
Agentic AI offers even more potential but adds complexity and risk
Now, just as companies are starting to harness GenAI, the landscape is already shifting toward agentic AI, which raises new questions about control, reliability, and infrastructure.
Agentic AI, which can act autonomously on behalf of users, promises even greater productivity, especially in areas like supply chain management, customer service, and digital commerce.
Several CPG companies are actively exploring agentic AI pilots. But as PYMNTS reports, many are proceeding cautiously. The complexity is higher, the risks more profound. Agentic AI is only as reliable as the data, prompts, and logic that shape it. Most CPGs are still early in building the infrastructure needed to support that.
Challenges include integrating legacy systems, securing sensitive information, and defining what “autonomy” looks like in a risk-managed business environment.
There’s also the human factor. Employees are being asked to collaborate with tools that not only assist but increasingly act. That requires new kinds of training, trust, and oversight.
The success of both GenAI and agentic AI in the CPG industry will depend not only on what these systems can do, but on how consistently and responsibly they operate under real-world conditions.
A frontier AI data foundry platform can help companies manage quality at scale
To do that, businesses need more than off-the-shelf models or sandbox experiments. They need data infrastructure that supports intelligence at scale, grounded in context, quality, and human insight. A frontier AI data foundry like Centific can help.
At Centific, we help companies turn ambition into real-world impact by delivering the high-quality, human-centered data that fuels smarter AI. Our platform-as-a-service combines expert-driven data annotation, multilingual prompt testing, and ongoing model evaluation to support both generative and agentic AI use cases.
Whether you’re training a GenAI model to reflect regional tone or deploying an autonomous agent to manage supply chain workflows, our platform helps you validate results, surface failure modes, and adapt systems to real-world complexity.
With Centific, your business can move fast without sacrificing quality and build AI that performs consistently in the wild.
Learn more about Centific’s frontier AI data foundry platform.
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Global AI
Scalable AI
AI for CPG
GenAI
Agentic AI
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