Skip to main content
Skip to footer
Click here or press enter to go to homepage Click here or press enter to go to homepage
  • What we do
  • Who we are
  • Insights
  • Careers
  • Newsroom
  • Investors
Contact us
TCS Worldwide
tata.com logotata.com logoOpen in New Tab
  • Overview Press tab for submenu items

    TCS is here to make a difference through technology.

    Leading the way in innovation for over 55 years, we build greater futures for businesses across multiple industries and 55 countries.

    Discover all solutions
  • Industries
    • Banking
    • Capital Markets
    • Consumer Packaged Goods and Distribution
    • Communications, Media, and Information Services
    • Education
    • Energy, Resources, and Utilities
    • Healthcare
    • High Tech
    • Insurance
    • Life Sciences
    • Manufacturing
    • Public Services
    • Retail
    • Travel and Logistics
  • Services
    • Artificial Intelligence
    • Cloud
    • Cognitive Business Operations
    • Consulting
    • Cybersecurity
    • Data and Analytics
    • Enterprise Solutions
    • IoT and Digital Engineering
    • Network Solutions and Services
    • TCS Interactive
    • Sustainability Services
  • Products and Platforms
    • TCS ADD™
    • TCS BANCS™
    • TCS BFSI Platforms
    • TCS CHROMA™
    • TCS Customer Intelligence & Insights™
    • TCS ERP on Cloud
    • ignio™
    • TCS iON™
    • TCS HOBS™
    • TCS Intelligent Urban Exchange™
    • TCS OmniStore™
    • TCS Optumera™
    • TCS Tap™
    • Quartz™ – The Smart Ledgers™
    • TCS TwinX™
    • TCS MasterCraft™
    • Jile™
    • TCS DigiBOLT™
Overview
  • Industries expand here
    • Banking
    • Capital Markets
    • Consumer Packaged Goods and Distribution
    • Communications, Media, and Information Services
    • Education
    • Energy, Resources, and Utilities
    • Healthcare
    • High Tech
    • Insurance
    • Life Sciences
    • Manufacturing
    • Public Services
    • Retail
    • Travel and Logistics
  • Services expand here
    • Artificial Intelligence
    • Cloud
    • Cognitive Business Operations
    • Consulting
    • Cybersecurity
    • Data and Analytics
    • Enterprise Solutions
    • IoT and Digital Engineering
    • Network Solutions and Services
    • TCS Interactive
    • Sustainability Services
  • Products and Platforms expand here
    • TCS ADD™
    • TCS BANCS™
    • TCS BFSI Platforms
    • TCS CHROMA™
    • TCS Customer Intelligence & Insights™
    • TCS ERP on Cloud
    • ignio™
    • TCS iON™
    • TCS HOBS™
    • TCS Intelligent Urban Exchange™
    • TCS OmniStore™
    • TCS Optumera™
    • TCS Tap™
    • Quartz™ – The Smart Ledgers™
    • TCS TwinX™
    • TCS MasterCraft™
    • Jile™
    • TCS DigiBOLT™
    • Overview Press tab for submenu items

      We deliver excellence and create value for customers and communities.

      Our expert, committed team put our shared values into action – every day. With the best talent and the latest technology we help customers turn complexity into opportunities and create meaningful change.

      Discover the difference
    • About Us
      • Leadership
      • Corporate Sustainability
      • Diversity, Equity, and Inclusion
      • Corporate Social Responsibility
      • The TCS Way
      • Alliances
    • Research & Innovation
      • TCS Research
      • TCS Pace™
    • Our Brand
    Overview
  • About Us expand here
    • Leadership
    • Corporate Sustainability
    • Diversity, Equity, and Inclusion
    • Corporate Social Responsibility
    • The TCS Way
    • Alliances
  • Research & Innovation expand here
    • TCS Research
    • TCS Pace™
  • Our Brand
    • Overview Press tab for submenu items

      Extraordinary expertise leads to remarkable results.

      We share news, insights, analysis and research – tailored to your unique interests – to help you deepen your knowledge and impact.

      Discover Expert Insights
    • Customer Stories
    • Perspectives
    • Global studies
    • Topics
      • Metaverse
      • Sustainability
      • Cybersecurity
      • Blockchain
      • Cloud
      • Future of Work
      • Health & Wellness
      • IoT
      • Data Analytics and Storage
    Overview
  • Customer Stories
  • Perspectives
  • Global studies
  • Topics expand here
    • Metaverse
    • Sustainability
    • Cybersecurity
    • Blockchain
    • Cloud
    • Future of Work
    • Health & Wellness
    • IoT
    • Data Analytics and Storage
    • Overview Press tab for submenu items

      Want to be a global change-maker? Join our team.

      At TCS, we believe exceptional work begins with hiring, celebrating and nurturing the best people — from all walks of life.

      Join us
    • India
      • India
    • Americas
      • Argentina
      • Brazil
      • Canada
      • Chile
      • Colombia
      • Ecuador
      • Mexico
      • Peru
      • Uruguay
      • USA
    • Asia Pacific
      • Australia
      • Mainland China
      • Hong Kong SAR
      • Indonesia
      • Japan
      • Malaysia
      • New Zealand
      • Philippines
      • Republic of Korea
      • Singapore
      • Chinese Taipei
      • Thailand
    • Europe and UK
      • Belgium
      • Denmark
      • Estonia
      • Finland
      • France
      • Germany
      • Hungary
      • Ireland
      • Italy
      • Luxembourg
      • Netherlands
      • Norway
      • Poland
      • Portugal
      • Spain
      • Sweden
      • Switzerland
      • United Kingdom
    • Middle East and Africa
      • Bahrain
      • Israel
      • Kuwait
      • Qatar
      • Saudi Arabia
      • South Africa
      • United Arab Emirates
    Overview
  • India expand here
    • India
  • Americas expand here
    • Argentina
    • Brazil
    • Canada
    • Chile
    • Colombia
    • Ecuador
    • Mexico
    • Peru
    • Uruguay
    • USA
  • Asia Pacific expand here
    • Australia
    • Mainland China
    • Hong Kong SAR
    • Indonesia
    • Japan
    • Malaysia
    • New Zealand
    • Philippines
    • Republic of Korea
    • Singapore
    • Chinese Taipei
    • Thailand
  • Europe and UK expand here
    • Belgium
    • Denmark
    • Estonia
    • Finland
    • France
    • Germany
    • Hungary
    • Ireland
    • Italy
    • Luxembourg
    • Netherlands
    • Norway
    • Poland
    • Portugal
    • Spain
    • Sweden
    • Switzerland
    • United Kingdom
  • Middle East and Africa expand here
    • Bahrain
    • Israel
    • Kuwait
    • Qatar
    • Saudi Arabia
    • South Africa
    • United Arab Emirates
    • Overview Press tab for submenu items

      Find the latest news about TCS in our Newsroom

      Get access to a catalog of the latest news stories from across TCS. Discover our press releases, reports, and company announcements.

      Discover more
    • Press releases

      Recent Press releases

      15 May 2025 TCS Recognized as One of the World’s Top 50 Brands by Kantar BrandZ; Brand Value Soars 28% YoY to $57.3Bn
      14 May 2025 TCS Partners with Khan Bank to Future-Proof its Operations, Enhance Customer Experience and Propel Innovation leveraging AI and ML
      12 May 2025 TCS Partners with Dhofar Insurance Company to Transform its Core Insurance Platform
      View all
    • News alerts

      Recent News

      02 May 2025 TCS Ranked Denmark’s #1 IT Service Provider for Customer Satisfaction in 2025
      23 Apr 2025 TCS Partners with Google Cloud on Agent-to-Agent Interoperability Protocol to Drive Future-Ready Enterprises
      11 Apr 2025 TCS Partners with Google Cloud to Accelerate AI-led Transformation in the Retail Sector
      View all
    • Analyst recognition

      Recent recognitions

      22 Apr 2025 TCS Ranked #6 Amongst Banking Technology Providers and Recognized as a Regional Leader across all Geographies by Everest Group
      17 Apr 2025 TCS BaNCS Named a Leader Among Wealth Management Products by Everest Group
      01 Apr 2025 TCS Positioned as a Leader in Worldwide Discrete Manufacturing Product Lifecycle Management Strategic Consulting Services and Systems Integration by IDC MarketScape
      View all
    • Events

      Upcoming events

      11 Jun 2025 TCS and PTC Present the North America Leadership Forum 2025
      04 Jun 2025 Veeva R&D and Quality Summit: Developing Better Health Outcomes
      02 Jun 2025 Siemens Realize LIVE: Discussing Technology and Digital Transformation
      View all
    • Media kit
    Overview
  • Press releases
  • News alerts
  • Analyst recognition
  • Events
  • Media kit
    • Overview Press tab for submenu items

      TCS works hand in hand with world-leading investors.

      Tata Consultancy Services Limited
      NSE:TCS
      INR
      Discover more FY24-25 debrief
    • Management Commentary
      • Latest Quarter Commentary
      • Annual Report Section
    • Financials
      • Quarterly Earnings Reports
      • Download TCS Data Sheet
      • Erstwhile CMC Financials
    • News and Events
      • Press Releases
      • Corporate Actions
      • Events
      • Calendar
    • ESG
      • Environment
      • Social
      • Governance
      • Policies and Reports
      • Stakeholder Engagement and Identification of Material Issues
    • Resources
      • Investor FAQs
      • eTDS Portal
      • Stock Information
      • Analyst Coverage
      • Subsidiaries
      • Subscribe to Investor Updates
      • Unclaimed Dividend Information
    Overview
  • Management Commentary expand here
    • Latest Quarter Commentary
    • Annual Report Section
  • Financials expand here
    • Quarterly Earnings Reports
    • Download TCS Data Sheet
    • Erstwhile CMC Financials
  • News and Events expand here
    • Press Releases
    • Corporate Actions
    • Events
    • Calendar
  • ESG expand here
    • Environment
    • Social
    • Governance
    • Policies and Reports
    • Stakeholder Engagement and Identification of Material Issues
  • Resources expand here
    • Investor FAQs
    • eTDS Portal
    • Stock Information
    • Analyst Coverage
    • Subsidiaries
    • Subscribe to Investor Updates
    • Unclaimed Dividend Information
  • Click here or press enter to go to homepage Click here or press enter to go to homepage Opens in new tab tata.com logo tata.com logoOpen in New Tab Search
    What we do
    • Overview Press tab for submenu items

      TCS is here to make a difference through technology.

      Leading the way in innovation for over 55 years, we build greater futures for businesses across multiple industries and 55 countries.

      Discover all solutions
    • Industries
      • Banking
      • Capital Markets
      • Consumer Packaged Goods and Distribution
      • Communications, Media, and Information Services
      • Education
      • Energy, Resources, and Utilities
      • Healthcare
      • High Tech
      • Insurance
      • Life Sciences
      • Manufacturing
      • Public Services
      • Retail
      • Travel and Logistics
    • Services
      • Artificial Intelligence
      • Cloud
      • Cognitive Business Operations
      • Consulting
      • Cybersecurity
      • Data and Analytics
      • Enterprise Solutions
      • IoT and Digital Engineering
      • Network Solutions and Services
      • TCS Interactive
      • Sustainability Services
    • Products and Platforms
      • TCS ADD™
      • TCS BANCS™
      • TCS BFSI Platforms
      • TCS CHROMA™
      • TCS Customer Intelligence & Insights™
      • TCS ERP on Cloud
      • ignio™
      • TCS iON™
      • TCS HOBS™
      • TCS Intelligent Urban Exchange™
      • TCS OmniStore™
      • TCS Optumera™
      • TCS Tap™
      • Quartz™ – The Smart Ledgers™
      • TCS TwinX™
      • TCS MasterCraft™
      • Jile™
      • TCS DigiBOLT™
    Overview
  • Industries expand here
    • Banking
    • Capital Markets
    • Consumer Packaged Goods and Distribution
    • Communications, Media, and Information Services
    • Education
    • Energy, Resources, and Utilities
    • Healthcare
    • High Tech
    • Insurance
    • Life Sciences
    • Manufacturing
    • Public Services
    • Retail
    • Travel and Logistics
  • Services expand here
    • Artificial Intelligence
    • Cloud
    • Cognitive Business Operations
    • Consulting
    • Cybersecurity
    • Data and Analytics
    • Enterprise Solutions
    • IoT and Digital Engineering
    • Network Solutions and Services
    • TCS Interactive
    • Sustainability Services
  • Products and Platforms expand here
    • TCS ADD™
    • TCS BANCS™
    • TCS BFSI Platforms
    • TCS CHROMA™
    • TCS Customer Intelligence & Insights™
    • TCS ERP on Cloud
    • ignio™
    • TCS iON™
    • TCS HOBS™
    • TCS Intelligent Urban Exchange™
    • TCS OmniStore™
    • TCS Optumera™
    • TCS Tap™
    • Quartz™ – The Smart Ledgers™
    • TCS TwinX™
    • TCS MasterCraft™
    • Jile™
    • TCS DigiBOLT™
  • Who we are
    • Overview Press tab for submenu items

      We deliver excellence and create value for customers and communities.

      Our expert, committed team put our shared values into action – every day. With the best talent and the latest technology we help customers turn complexity into opportunities and create meaningful change.

      Discover the difference
    • About Us
      • Leadership
      • Corporate Sustainability
      • Diversity, Equity, and Inclusion
      • Corporate Social Responsibility
      • The TCS Way
      • Alliances
    • Research & Innovation
      • TCS Research
      • TCS Pace™
    • Our Brand
    Overview
  • About Us expand here
    • Leadership
    • Corporate Sustainability
    • Diversity, Equity, and Inclusion
    • Corporate Social Responsibility
    • The TCS Way
    • Alliances
  • Research & Innovation expand here
    • TCS Research
    • TCS Pace™
  • Our Brand
  • Insights
    • Overview Press tab for submenu items

      Extraordinary expertise leads to remarkable results.

      We share news, insights, analysis and research – tailored to your unique interests – to help you deepen your knowledge and impact.

      Discover Expert Insights
    • Customer Stories
    • Perspectives
    • Global studies
    • Topics
      • Metaverse
      • Sustainability
      • Cybersecurity
      • Blockchain
      • Cloud
      • Future of Work
      • Health & Wellness
      • IoT
      • Data Analytics and Storage
    Overview
  • Customer Stories
  • Perspectives
  • Global studies
  • Topics expand here
    • Metaverse
    • Sustainability
    • Cybersecurity
    • Blockchain
    • Cloud
    • Future of Work
    • Health & Wellness
    • IoT
    • Data Analytics and Storage
  • Careers
    • Overview Press tab for submenu items

      Want to be a global change-maker? Join our team.

      At TCS, we believe exceptional work begins with hiring, celebrating and nurturing the best people — from all walks of life.

      Join us
    • India
      • India
    • Americas
      • Argentina
      • Brazil
      • Canada
      • Chile
      • Colombia
      • Ecuador
      • Mexico
      • Peru
      • Uruguay
      • USA
    • Asia Pacific
      • Australia
      • Mainland China
      • Hong Kong SAR
      • Indonesia
      • Japan
      • Malaysia
      • New Zealand
      • Philippines
      • Republic of Korea
      • Singapore
      • Chinese Taipei
      • Thailand
    • Europe and UK
      • Belgium
      • Denmark
      • Estonia
      • Finland
      • France
      • Germany
      • Hungary
      • Ireland
      • Italy
      • Luxembourg
      • Netherlands
      • Norway
      • Poland
      • Portugal
      • Spain
      • Sweden
      • Switzerland
      • United Kingdom
    • Middle East and Africa
      • Bahrain
      • Israel
      • Kuwait
      • Qatar
      • Saudi Arabia
      • South Africa
      • United Arab Emirates
    Overview
  • India expand here
    • India
  • Americas expand here
    • Argentina
    • Brazil
    • Canada
    • Chile
    • Colombia
    • Ecuador
    • Mexico
    • Peru
    • Uruguay
    • USA
  • Asia Pacific expand here
    • Australia
    • Mainland China
    • Hong Kong SAR
    • Indonesia
    • Japan
    • Malaysia
    • New Zealand
    • Philippines
    • Republic of Korea
    • Singapore
    • Chinese Taipei
    • Thailand
  • Europe and UK expand here
    • Belgium
    • Denmark
    • Estonia
    • Finland
    • France
    • Germany
    • Hungary
    • Ireland
    • Italy
    • Luxembourg
    • Netherlands
    • Norway
    • Poland
    • Portugal
    • Spain
    • Sweden
    • Switzerland
    • United Kingdom
  • Middle East and Africa expand here
    • Bahrain
    • Israel
    • Kuwait
    • Qatar
    • Saudi Arabia
    • South Africa
    • United Arab Emirates
  • Newsroom
    • Overview Press tab for submenu items

      Find the latest news about TCS in our Newsroom

      Get access to a catalog of the latest news stories from across TCS. Discover our press releases, reports, and company announcements.

      Discover more
    • Press releases

      Recent Press releases

      15 May 2025 TCS Recognized as One of the World’s Top 50 Brands by Kantar BrandZ; Brand Value Soars 28% YoY to $57.3Bn
      14 May 2025 TCS Partners with Khan Bank to Future-Proof its Operations, Enhance Customer Experience and Propel Innovation leveraging AI and ML
      12 May 2025 TCS Partners with Dhofar Insurance Company to Transform its Core Insurance Platform
      View all
    • News alerts

      Recent News

      02 May 2025 TCS Ranked Denmark’s #1 IT Service Provider for Customer Satisfaction in 2025
      23 Apr 2025 TCS Partners with Google Cloud on Agent-to-Agent Interoperability Protocol to Drive Future-Ready Enterprises
      11 Apr 2025 TCS Partners with Google Cloud to Accelerate AI-led Transformation in the Retail Sector
      View all
    • Analyst recognition

      Recent recognitions

      22 Apr 2025 TCS Ranked #6 Amongst Banking Technology Providers and Recognized as a Regional Leader across all Geographies by Everest Group
      17 Apr 2025 TCS BaNCS Named a Leader Among Wealth Management Products by Everest Group
      01 Apr 2025 TCS Positioned as a Leader in Worldwide Discrete Manufacturing Product Lifecycle Management Strategic Consulting Services and Systems Integration by IDC MarketScape
      View all
    • Events

      Upcoming events

      11 Jun 2025 TCS and PTC Present the North America Leadership Forum 2025
      04 Jun 2025 Veeva R&D and Quality Summit: Developing Better Health Outcomes
      02 Jun 2025 Siemens Realize LIVE: Discussing Technology and Digital Transformation
      View all
    • Media kit
    Overview
  • Press releases
  • News alerts
  • Analyst recognition
  • Events
  • Media kit
  • Investors
    • Overview Press tab for submenu items

      TCS works hand in hand with world-leading investors.

      Tata Consultancy Services Limited
      NSE:TCS
      INR
      Discover more FY24-25 debrief
    • Management Commentary
      • Latest Quarter Commentary
      • Annual Report Section
    • Financials
      • Quarterly Earnings Reports
      • Download TCS Data Sheet
      • Erstwhile CMC Financials
    • News and Events
      • Press Releases
      • Corporate Actions
      • Events
      • Calendar
    • ESG
      • Environment
      • Social
      • Governance
      • Policies and Reports
      • Stakeholder Engagement and Identification of Material Issues
    • Resources
      • Investor FAQs
      • eTDS Portal
      • Stock Information
      • Analyst Coverage
      • Subsidiaries
      • Subscribe to Investor Updates
      • Unclaimed Dividend Information
    Overview
  • Management Commentary expand here
    • Latest Quarter Commentary
    • Annual Report Section
  • Financials expand here
    • Quarterly Earnings Reports
    • Download TCS Data Sheet
    • Erstwhile CMC Financials
  • News and Events expand here
    • Press Releases
    • Corporate Actions
    • Events
    • Calendar
  • ESG expand here
    • Environment
    • Social
    • Governance
    • Policies and Reports
    • Stakeholder Engagement and Identification of Material Issues
  • Resources expand here
    • Investor FAQs
    • eTDS Portal
    • Stock Information
    • Analyst Coverage
    • Subsidiaries
    • Subscribe to Investor Updates
    • Unclaimed Dividend Information
  • Contact us
    TCS Worldwide
    tata.com logo tata.com logo Opens in new tab
    Top Results
    Showing
    10
    01 - 07
    • Consumer goods and Distribution
    • White Paper

    Reimagining the CPG value chain with generative AI

    Share Harnessing the power of generative AI in the CPG value chain
    Linkedin
    X
    Facebook
    Email
    copied
    Download PDF for Harnessing the power of generative AI in the CPG value chain Download PDF
    reimagining-cpg-value-chain-generative-ai (13 pgs)

    You have these already downloaded

    We have sent you a copy of the report to your email again.

    INDUSTRY

    Consumer Goods & Distribution This will open an overlay

    Enabling Product Innovation and Omnichannel Experience in CDG

    TCS’ solutions help leading CPG firms create sustainable products and build resilient supply chains to thrive in the age of conscious consumerism. Learn more.
    Learn More
     about Enabling Product Innovation and Omnichannel Experience in CDG
    Related Insights
    Sustainability, Personalization, and More: CPG Trends in 2025
    Learn all about the top CPG trends for 2025 and how consumers are likely to prioritize health, personalization, and sustainability in their purchasing decisions.
    Blog
    12 Mar 2025
    Using Predictive Analytics to Ace the CPG Precision Distribution Game
    Know how advanced predictive analytics and diverse data layers can help the CPG sector optimize distribution networks, improve supply chain efficiency, and more.
    White Paper
    17 Feb 2025
    Quartz Smart Solutions: Ready-to-use, DLT Solutions for Business
    Quartz Smart Solutions consist of a set of comprehensive solutions with business-aware ‘Smart Contracts’ that help automate processing on the blockchain platform.
    Solution
    22 Mar 2023

    Highlights

    • In the CPG value chain, the true potential of generative AI (GenAI) lies in the areas of operational and tacit knowledge concentration.
    • CPG firms must have a well-designed value exchange framework to identify high knowledge concentration hotspots, target the right personas for enablement, and articulate business cases in quantifiable terms to get the most out of GenAI.   
    • Built on the principles of an industry-led, data-fueled, and ecosystem-enabled foundation, TCS offers an ’enterprise-wise’ AI approach for CPG that leverages artificial intelligence (AI) for an enterprise-grade transformation while balancing the benefits and risks.

    On this page

    CPG AI adoption inpage
    Our vision inpage
    GenAI journey inpage
    The way forward inpage
    The TCS advantage inpage
    CPG AI adoption inpage
    Our vision inpage
    GenAI journey inpage
    The way forward inpage
    The TCS advantage inpage
    Back to top Go to top
    On this pageinpage
    Go to top
    CPG AI adoption Our vision GenAI journey The way forward The TCS advantage

    The AI adoption conundrum for CPG

    With the rise of e-commerce and disruptive digital technologies, CPG companies are no longer operating in relatively stable market environments.

    Due to evolving consumer preferences and expectations, they are facing pressures to innovate, differentiate their offerings, and stay relevant in an increasingly digital marketplace.

    Artificial intelligence (AI) offers tremendous potential to help companies reimagine entire value chains and transform the way they do business. However, the latest TCS AI for Business Study reveals that a vast majority of CPG companies have a long way to go to realize these outcomes. Only 5% of CPG leaders affirm that AI has been a differentiating factor for business transformation. In 30% cases, the needle has not moved beyond initial AI exploration, while another 32% are still cleaning up their data and migrating to the cloud.

    The slower and less democratized AI adoption in the CPG industry can be traced to several barriers – data fragmentation, regulatory compliance, legacy systems, and scalability challenges.

    A fragmented data landscape: A fragmented data landscape with multiple sources (sales data, customer feedback, supply chain information) has differing structures, formats, schema, and storage mechanisms, making integration costly and challenging. Data silos within business groups further hinder enterprise-wide information flow.

    Untapped intelligence from unstructured data: Untapped intelligence from unstructured data is challenging to access due to fewer consumer touchpoints compared to retail, limited update cadence, granularity, and customization in syndicated data and the high cost of processing large volumes of unstructured data.

    Too many proofs of concept (PoC), too little to show: CPG organizations struggle to transition numerous proofs of concept (PoC) to production due to insufficient tooling and architecture, increased operational complexities during scaling, unaccounted market diversities, and difficulty obtaining timely buy in from business stakeholders as well as the CIOs and CTOs of organizations for AI success.

    Our vision: Changing the narrative through GenAI

    GenAI expands the arc of AI systems from one of reasoning intelligence to one of operative intelligence. 

    And that democratizes access to AI capabilities for all, enhances agility, and augments other AI systems as well as human capabilities, unlocking new performance and value frontiers.

    As GenAI is still in its infancy, CPG companies face the challenge of balancing investment risk with impact. They are trying to decide whether an incremental use case-driven approach is best or whether the opportunity to gain a competitive advantage will be lost by not placing a bigger bet on the technology. 

    Focus on areas with significant knowledge concentration

    To formulate the right GenAI adoption strategy, firms must first acknowledge that within the CPG value chain, the true potential of GenAI lies in the areas of significant tacit and operational knowledge concentration.

    Operational knowledge concentration involves repetitive, narrow, tasks performed variably by many employees, such as data entry and context-switching, which can be automated or augmented with GenAI applications to enhance efficiency and optimize costs. Tacit knowledge concentration, on the other hand, occurs when a few key experts possess business-critical knowledge from experience. This expertise, often found in areas like marketing, product development, and strategic management, can be democratized by digitizing tacit knowledge through GenAI applications, reducing dependence on experts. This allows all knowledge workers, regardless of experience, to leverage formalized knowledge for superior outcomes and innovative breakthroughs.

    For example, many product managers rely on heuristics and past successes for positioning, pricing, and channel decisions. GenAI can enhance their strategic decision-making by providing recommendations based on enterprise-specific or broader contextual information, enabling more effective product positioning in various market conditions. Similarly, help desk agents use tacit knowledge to address individual customer needs despite automated support. GenAI can enhance this by providing a continually updated knowledge base, enabling contextualized responses and improved problem resolution.

    Transforming GenAI’s potential into sustained value delivery requires a multidimensional strategy and a customized enterprise architecture optimized for cost, quality, and security. Built on the principles of an industry-led, data-fueled, and ecosystem-enabled foundation, we outline a best practice-based ‘enterprise-wise’ AI approach designed to make AI consumable for an enterprise-grade, risk-mitigated, and sustainably successful transformation (see Figure 1).

    The ‘enterprise-wise’ GenAI adoption approach

    An infographic depicting the four principles of an AI approach, which includes industry-led, data-fueled, and ecosystem-enabled principles, and a culminating fourth principle of an enterprise-wise approach.

    Figure 1

    The ‘enterprise-wise’ GenAI adoption approach

    Close
    Figure 1
    The ‘enterprise-wise’ GenAI adoption approach

    These four principles underpin the TCS path of AI potential to performance, a continuum that builds upon and reinforces the previous stage: assist, augment, transform (see Figure 2).

    The TCS GenAI continuum for CPG

    An infographic illustrating the TCS path of AI potential to performance, a continuum that builds upon and reinforces each stage, which includes the assist, augment, and transform stages.

    Figure 2

    The TCS GenAI continuum for CPG

    Close
    Figure 2
    The TCS GenAI continuum for CPG
    Table 1: GenAI assist-augment-transform continuum, examples across the CPG value chain

    GenAI assist-augment-transform continuum, examples across the CPG value chain

    In the early stages, most enterprises find themselves in the assist or augment stages. Due to constant AI evolution and foreseeable headwinds around responsible AI and AI-at-scale, many companies are considering phasing out the realization of aspirational AI-first enterprise capabilities to longer time horizons.

    Strategic contextualizing of GenAI for the CPG value chain

    Many CPG companies have started experimenting with GenAI in the form of a bottom-up, use-case driven approach through proofs of concept (PoC). However, without the foundation of a well-designed framework, this approach is unlikely to be sustainably impactful, resulting in implementation fatigue, risk proliferation, and difficulty in measuring holistic impact.

    To maximize business value and return on investment (RoI), GenAI should be considered in the broader context of the overall CPG value chain. Our value exchange mapping framework (see Figure 3) helps CPG companies in their GenAI adoption journey. It allows enterprises to identify areas of high knowledge concentration, target the right personas to act as human agents, and pick the right focus areas, translating to a greater multiplier effect.

    A value exchange mapping framework for CPG

    A figure illustrating a value exchange mapping framework for CPG. The process begins with value chain decomposition into domain entities. The next step is persona mapping and day-in-a-life articulation, followed by GenAI hotspots and intervention overlay. The hotspot evaluation matrix charts technical complexity and potential business impact for each intervention. Finally, the framework establishes the value proposition for each GenAI intervention.

    Figure 3

    A value exchange mapping framework for CPG

    Close
    Figure 3
    A value exchange mapping framework for CPG

    Value chain decomposition into domain entities: The process begins with the segregation of the CPG value chain into functional towers (sales, marketing, supply chain and so on) and their sub-functions.

    Persona mapping and day-in-a-life articulation: Next, key personas within these functions are identified, and a day-in-life view is created for each, detailing their responsibilities, tasks, challenges, and dependencies.

    GenAI hotspots and intervention overlay: The framework identifies GenAI hotspots for significant intervention opportunities, then outlines relevant interventions for each, targeting efficiency, productivity, and effectiveness improvements.

    Hotspot evaluation matrix: The matrix charts technical complexity and potential business impact for each intervention, enabling CPG stakeholders to identify investment areas and develop a tailored use case activation roadmap. 

    GenAI value articulation: Finally, the framework establishes the value proposition for each GenAI intervention using proof-of-value metrics from an extensive bank of key performance indicators (KPI), covering outcome, functionality, and differentiation, while considering the definition of minimum viable product (MVP), technical debt, industrialization, risk, governance, and change management.

    The following case study (see Figure 4) showcases the value exchange mapping framework in action.

    A case study illustrating the value exchange mapping framework

    The figure outlines the value exchange mapping framework implementation for a CPG client of TCS. The value chain was classified into key domain entities. A day-in-life view and GenAI hotspots were created for key personas such as product manager and food scientist. Defined success metrics included improvements in recipe development time, product success rate, and customer satisfaction score.

    Figure 4

    A case study illustrating the value exchange mapping framework

    Close
    Figure 4
    A case study illustrating the value exchange mapping framework

    Powering the CPG value chain of the future with GenAI

    GenAI presents opportunities for implementation across the CPG value chain. As potential GenAI uses continue to explode, we believe that truly transformative value will be achieved as organizations advance their use of GenAI from knowledge discovery to personalized augmentation.

    We have created over 500 GenAI hotspots aiming to serve more than 150 personas across 12 CPG functional towers, with domain-contextual GenAI solutions driving critical performance and value gains. Figure 5 illustrates a case in point, focusing on the field sales executive persona from the sales function.

    GenAI hotspots and interventions curated for a field sales executive persona

    The figure lists the key personas in the sales sub-functions of a CPG company. It focuses on GenAI hotspots and interventions curated for the persona of a field sales executive. The executive is enabled in the area of market intelligence gathering through an NLP-based insights console and in product merchandizing through a merchandizing assistant. Additionally, GenAI-based store recommender can help the executive with store visits and a GenAI-based promo planner helps the executive with promotional activities. Other areas where the executive is enabled through GenAI include sales target adherence, relationship management, order taking, and so on.

    Figure 5

    GenAI hotspots and interventions curated for a field sales executive persona

    Close
    Figure 5
    GenAI hotspots and interventions curated for a field sales executive persona

    In this illustration, we see examples of operational intelligence being extracted, summarized, and democratized in an accessible and localized format, enhancing the efficiency and effectiveness levels of field sales workflows.

    Our GenAI journey

    The advent of GenAI is an inflection point for CPG companies, reshaping the contours of what is possible. 

    This is an appropriate juncture to look back at the key takeaways from our journey GenAI so far.

    • LLMs are not fact tellers, but storytellers: Traditional AI-ML systems may be a more robust source of truth. But LLMs excel in conveying complex information through compelling narratives that demystify AI models, accelerating their wider adoption.
    • Use cases are easy, business cases are difficult: As GenAI use cases proliferate, CPG businesses are finding it ever more difficult to create compelling business cases. This is driven by strategic non-alignment between the supply and demand sides of the CTO organizations, and business groups. Companies are also often lacking the requisite toolkit to establish GenAI program success, making it difficult to measure ROI and create a business case.
    • Proofs of concept are easy, scaled production is complex: Many CPG companies are finding out that success in the controlled environment of a proof of concept (PoC) is no guarantee for success in scaled productionization. They face challenges like data harmonization gaps and high latencies.
    • Don’t put all eggs in one basket: GenAI technologies, especially LLMs, will rapidly mature and diversify into a marketplace of numerous pre-trained models, offering diverse features. It is difficult to predict how the LLM landscape will evolve, necessitating present GenAI investments to be safeguarded through diversification across a well-curated portfolio of currently available LLMs.
    • GenAI and LLMs are just one piece of the AI puzzle: GenAI and LLMs are here to complement and build upon existing AI and related technologies, not replace them. Our research and engagements have underscored the need for a ‘composite AI’ framework – a comprehensive AI approach, where GenAI is embedded into existing solutions or combined with classical AI and related technologies wherever there is scope of complementary, cost-effective, and holistic value generation.

    Our recommendations: For successful enterprise-wide GenAI adoption, CPG companies must navigate the delicate balance of opportunity and risk and delivering successful business outcomes (see Table 2).

    Table 2: Key recommendations on enterprise-wide GenAI adoption

    Table 2: Table 2: Key recommendations on enterprise-wide GenAI adoption

    In our view, getting these elements right is foundational for creating an AI-first business architecture. Built upon the principles of industry-led initiatives, ecosystem collaboration, and cloud-based infrastructure (see Figure 6), AI-first business architectures would scale outcomes, enabling CPG organizations to leverage overall AI (traditional and generative) potential for reshaping value chains and operational methodologies.

    An AI-first business architecture

    The image depicts an AI architecture for CPG companies. The first layer enables core enterprise IT operations such as compute, network, and data storage. The next layer enables foundational large language models (LLMs) and data lakes and touches upon structured and unstructured data and analytics and insights. The layer step constitutes AI-enabled purposive and contextual task agents that enable various moving parts of AI, such as fine-tuning of AI models on an ongoing basis, establishing the necessary guardrails for responsible and ethical implementation of AI, and a strong ML and LLM capability for continuous learning by the models. The final layer comprises AI-augmented work systems that enable task agents that interact with each other in a seamless fashion with a human-in-the-loop for validation, verification, and disambiguation.

    Figure 6

    An AI-first business architecture

    Close
    Figure 6
    An AI-first business architecture

    The way forward

    It is clear that GenAI offers CPG companies an unprecedented opportunity to realize the transformative value of becoming knowledge-driven enterprises.

    This will require striking a fine balance between aiming for quick wins versus laying a long-term strategic foundation. A tailored approach to GenAI integration, considering the specific needs and capabilities of each enterprise, is essential for maximizing its benefits across the value chain. GenAI has the potential to transform CPG organizations by augmenting human capabilities, enhancing productivity, and delivering next-gen experiences.

    The TCS advantage

    Our strong partnerships help CPG organizations successfully navigate GenAI transformations to drive sustained performance.

    • Deep domain and contextual expertise: TCS has a vast pool of experienced industry experts, with contextual knowledge across CPG functions, to help identify, build, and support the latest and fittest solutions and technologies for clients.

    • Cross-industry experience: Today’s businesses are more interconnected than ever before and need cross-industry expertise and leading practices. Working with customers across industries such as consumer packaged goods (CPG), travel and transportation, retail, and manufacturing brings an end-to-end holistic view of enterprise business functions and know-how.

    • Enterprise AI at scale: TCS enables AI at scale through over 150,000 trained associates for more than 670 customers.

    • Partner ecosystems: Scale and accelerate the path to value through a network of joint solutions and established hyper-scaler partnerships, an elaborate TCS COIN™ network, and co-innovation facilities such as TCS Pace Port™.

    • Research and innovation focus: TCS collaborates with global academia across AI research areas such as advanced natural language processing (NLP), behavior modelling, and quantum computing.

    • Evolving solutions: To help accelerate their journey, TCS leverages its contextual knowledge and expertise to enable multiple purpose-built solutions for CPG enterprises that incorporate GenAI technologies.

    Key contributors

    Subhodeep Banerjee
    Global Head, GenAI Practice,
    Consumer Goods and Distribution, TCS

    Avik Sarkar
    Solutioning Head, GenAI Practice,
    Consumer Goods and Distribution, TCS

    EXECUTIVE CHAMPIONS

    Sudhakar Gudala
    Senior Vice President and Global Head,
    Consumer Goods and Distribution, TCS

    Siva Ganesan
    Senior Vice President and Head,
    AI.Cloud, TCS

    Subramanian Balasubramanian
    Global Head, CPG Strategic Initiatives and Unit CTO,
    Consumer Goods and Distribution, TCS

    Nidhi Srivastava
    Vice President and Head of Offerings,
    AI.Cloud, TCS

    Related reading

    Swipe Left
    Swipe Right

    Next generation manufacturing enterprise: powered by GenAI

    White Paper | 22 Feb 2024   Opens in new tab

    Harnessing the power of AI for retail-Part 1

    White Paper | 23 Apr 2024   Opens in new tab

    Powering the next-gen pharma enterprise with GenAI

    White Paper | 07 Mar 2024   Opens in new tab

    A reimagined future of possibilities: GenAI’s role in BFSI

    White Paper | 23 Feb 2024   Opens in new tab

    Transformation starts here

    Ready for the conscious consumer?

    Talk to our experts

    Find out more

    • Who we are
    • What we do
    • Insights
    Industries
    • Banking
    • Capital Markets
    • Consumer Packaged Goods and Distribution
    • Communications, Media, and Information Services
    • Education
    • Energy, Resources, and Utilities
    • Healthcare
    • High Tech
    • Insurance
    • Life Sciences
    • Manufacturing
    • Public Services
    • Retail
    • Travel and Logistics
    Services
    • Artificial Intelligence
    • Cloud
    • Cognitive Business Operations
    • Consulting
    • Cybersecurity
    • Data and Analytics
    • Enterprise Solutions
    • IoT and Digital Engineering
    • Sustainability Services
    • Network Solutions and Services
    • TCS Interactive
    • TCS and AWS Cloud
    • TCS Enterprise Cloud
    • TCS and Google Cloud
    • TCS and Microsoft Cloud
    Products and Platforms
    • TCS ADD™
    • TCS BaNCS™
    • TCS BFSI Platforms
    • TCS CHROMA™
    • TCS Customer Intelligence & Insights™
    • TCS ERP on Cloud
    • ignio™
    • TCS HOBS™
    • TCS Intelligent Urban Exchange™
    • TCS OmniStore™
    • TCS Optumera™
    • TCS TAP™
    • Quartz™ – The Smart Ledgers™
    • TCS TwinX™
    • TCS MasterCraft™
    • Jile™
    • TCS iON™
    • TCS DigiBOLT™
    Insights
    • Customer Stories
    • Cloud
    • Blockchain
    • IoT
    • Metaverse
    • Future of Work
    • Health and Wellness
    • Sustainability
    • TCS.AI
    • Cybersecurity
    • Perspectives
    More information
    • Careers
    • Corporate Social Responsibility
    • Diversity, Equity, and Inclusion
    • Investor Relations
    • Sports Sponsorships
    • TCS Pace™
    • TCS Research
    • The TCS Way
    • Who we are
    Tata consultancy services
    ©2025 TATA Consultancy Services Limited
    ©2025 TATA Consultancy Services Limited
    • Privacy Notice
    • Cookie Policy
    • Accessibility Declaration
    • Disclaimer
    • Security Policy
    • California Notice at Collection
    • Customize Cookies
    More
    • FacebookOpen in New Tab Facebook
    • YoutubeOpen in New Tab Youtube
    • Twitter-XOpen in New Tab Twitter-X
    • InstagramOpen in New Tab Instagram
    • linkedinOpen in New Tab linkedin
    Contact Contact Press Enter to open an overlay
    What’s on your mind?
    We’re here to help! Tell us what you’re looking for and we’ll get you connected to the right people.
    Request for Services
    Investor information
    Media contacts
    Looking for something else?
    Analyst relations
    CSR
    Partnership
    Website feedback
    Accessibility Adjustments

    Theme

    Font size

    A
    DEFAULT
    A

    Line height

    DEFAULT