On September 10, 2024, industry leaders gathered at the 21c Hotel in Bentonville, AR, for an insightful day centered on the impact of AI in retail and CPG.
Here’s how the day unfolded:
Panel Discussion: AI in Retail & CPG
We kicked things off with a dynamic panel featuring Flora Delaney (Delaney Consulting), Chris Conroy (Category Management Association), and Rylee Rogers (The Coca-Cola Company). They dove into how AI is reshaping business efficiency by automating repetitive tasks and freeing up teams to focus on strategic work.
The panelists also touched on the need for change management when adopting AI to ease the transition for teams and reduce resistance. "Pilot programs are essential," Flora noted, emphasizing the importance of demonstrating how AI can enhance, rather than replace, human judgment.
Personalization was another focal point. AI's capabilities allow for hyper-localized marketing and early trend identification, giving brands an edge. However, it also poses hurdles, like navigating media network transparency and measurement.
Responsible AI for Visual Content: Dr. Yair Adato's Take
Next, Dr. Yair Adato of Bria AI brought his expertise in responsible AI, specifically in visual content creation. He explained how AI can improve eCommerce catalogs, speed up content creation, and maintain brand consistency.
The core message? Blend automation with human creativity. Dr. Adato advised brands to start small when integrating AI into existing workflows, ensuring that it supports creativity instead of overshadowing it.
Case Study: Mars Petcare Solving Sales Data Gaps
One of the key moments was the Mars Petcare case study, presented by Michael Mackezyk from Mars Petcare, and Gina Carbone from Harmonya. Mars faced data gaps in tracking sales from online retailers like Amazon and Chewy, struggling to map retailer IDs to UPCs for 20% of their products.
Harmonya’s AI-powered Enrichment Platform stepped in to fill these gaps, matching over 2,000 missing items. This expanded Mars's product coverage and unlocked insights into $1.7 billion in annual sales, providing a clearer picture of category trends and competitive performance.
Fireside Chat: The Essentials of AI Strategy
Following the case study, Cem Kent (co-founder & CEO at Harmonya) and Freddy Guard (Snowflake) took the stage for a fireside chat. They discussed how a solid data strategy forms the foundation of any successful AI implementation. Without mobilized and integrated data, AI's potential remains untapped.
When the conversation turned to the build vs. buy debate, Freddy pointed out that many companies are investing heavily in developing their own AI solutions in-house. "Outsourcing can often be more efficient," he argued, suggesting that companies focus on their core strengths and rely on specialized solutions for data harmonization.
Harmonya’s Automated Product Attribution Platform
Ran Etzion introduced Harmonya’s Automated Product Attribution Platform, a solution designed to simplify the process of managing complex product data across multiple channels.
The Problem: Brands often struggle with manual product data management, leading to inconsistent listings and missed insights. This process can slow down decision-making and prevent teams from focusing on strategy.
The Solution: Harmonya’s platform leverages AI and public data to automatically tag and update product attributes, keeping data accurate and consistent across platforms.
- Automatic updates ensure product attributes are always up-to-date.
- Scalability allows it to handle large volumes of SKUs effortlessly.
- Faster insights enable brands to quickly respond to trends and opportunities.
With this tool, CPGs and retailers can stay competitive by reducing manual effort and focusing on value-added activities, such as personalization and market strategy.
Closing Keynote: The Future of Commerce with Dan O’Connor
Dan O'Connor, Executive Fellow at Harvard Business School, wrapped up the day with a session exploring the forces influencing the future of commerce. Demographic shifts, economic uncertainty, and technological changes are altering the landscape for brands.
Dan highlighted the rapid growth of e-commerce, predicting it will account for over 20% of U.S. retail sales by 2027. In this fast-paced environment, AI and innovation will determine which companies succeed. He left the audience with a question: How do you want to position your brand in the future of commerce?
Final Thoughts: AI—A Must-Have for Growth
The event underscored an essential point: AI is no longer a distant concept but a necessary tool for driving efficiency, personalization, and growth. From data harmonization to content creation, AI is reshaping how retailers and CPGs navigate an increasingly complex market.
A Big Thank You to all our speakers, panelists, and attendees who made this event memorable!
