Consumer Goods Leaders Struggle to Convert AI Insights Into Action

The research, conducted in collaboration with Oxford Economics, surveyed 850 senior executives across 24 markets. It highlights a critical disconnect: though 71% of firms have adopted Integrated Business Planning, only 14% of leaders believe their organizations act on decisions with the necessary speed. Many firms are pouring capital into AI to gain a competitive edge, yet the lack of a modern, agile operating model often leaves companies stuck with legacy bottlenecks.

Lokesh Ohri, EY Americas Consumer Products Sector Leader, notes that technology alone is insufficient in an era defined by rapid digital discovery and algorithmic competition. "To compete, companies will need to cut through complexity by redesigning operating models, breaking down silos and increasing speed across functions," he stated. Currently, only 27% of supply chain executives express high confidence in their ability to manage complex portfolio trade-offs. As 86% of CEOs shift their strategy toward provable consumer value rather than mere brand scale, the ability to align supply chain, finance, and commercial teams has become the new primary driver of market relevance.