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Leading CPG brands have invested heavily in AI use to create promotions, forecast demand, and accelerate product innovation. What comes next is not just more of the same but faster. Today, leading with AI requires a fundamental reframing of how decisions in an organization are made. Intelligent choice architectures (ICAs) bring together generative AI, predictive models, and AI agents to design richer decision environments. Instead of delivering a single “answer,” ICAs expand the set of viable options, simulate their impact, and help leaders orchestrate pathways that are aligned to strategic goals.
With ICAs, CPG brands can sense shifting demands, uncover consumer insights, and refine campaigns with speed and confidence.
Adaptiveness is the real defense: detect a slip in market share early, decode competitor moves, and know exactly when and where to intervene. MIT Sloan Management Review and TCS research shows that AI-powered decision systems within Intelligent Choice Architectures help leaders select with their option pools and pull the right levers at the right time.
CPG operations are a constant flow of high-impact decisions such as what products to launch, how to allocate inventory to where the demand is highest, where to push sales promotions, and how to shape marketing. At the same time, consumers expect every touchpoint to feel personal and consistent, whether they’re browsing online, buying in-store, or engaging on social platforms. By bringing together predictive, generative and agentic AI, ICAs provide the decision layer to make this real.
Predictive AI analyzes patterns in structured historical and real-time data to model future outcomes. It can tell you, for example, how a small price drop or a tweak in promotions is likely to ripple through margins and market share.
In the consumer journey, this plays out as a personalized discount mid-browse, a timely recommendation, or a quick redirect to stock nearby. These changes to the consumer experience help align purchase intent with business goals in a few seconds instead of hours.
Generative AI parses unstructured inputs such as ecommerce promotions, social sentiment, and competitor activity so brands can make strategic decisions from a position of strength. This is how they scale their competitive intelligence.
Brands once needed months to design, test and launch marketing campaigns, with limited variations and long lead times. With ICAs teams can now generate and test dozens of creative options in parallel, refine concepts, and personalize campaigns with consumer feedback in near real time.
Agentic AI takes predictive forecasts and generative insights, pulls them into a coherent set of choices, and ensures human leaders can align them with mission and strategy. Supply chain leaders, for example, can use AI to detect demand shifts and reallocate orders across a distributed supplier network to capture micro-trends while avoiding excess inventory.
It’s this fusion of human, predictive, generative, and agentic capabilities that creates a decision environment greater than the sum of its parts.
A leading global beverage company is using ICAs to power autonomous revenue growth management. These dynamic systems present choices that enable leaders to meet ambitious growth targets with greater precision and speed.
CPG brands no longer need to make choices based on heuristics. Instead, they can operate on a continuous cycle of ideation, forecasting, testing, and learning. Competitive advantage won’t come from bigger budgets or bolder bets alone but from architecting decision systems that learn, adapt, and compound value with every cycle.
This ICA-driven approach has major advantages:
ICAs give CPG leaders the ability to sense market shifts as they happen, understand the trade-offs behind every option, and act in time to capture value. Every new purchase helps you understand the next one better, every campaign gets sharper, and every decision feeds the next one. Leaders who invest in ICA-driven decision systems will actively expand market share. That is how leaders build resilience and set the pace for the industry.