The signs of transformation are clear: artificial intelligence (AI) and machine learning (ML) are revolutionizing industries at unprecedented speed.
In consumer products, where market leaders like Procter & Gamble, Unilever, PepsiCo and Nestlé set the pace, staying competitive requires more than functional excellence; it demands rethinking how data is structured, shared, and leveraged. Yet, many companies remain tethered to outdated, siloed systems, hindering their ability to compete in this intelligence-driven era.
In this first of a three-part series, I invite you to join me as we explore the critical shifts required to thrive in the intelligence age, from overcoming the risks of outdated systems to leveraging platform intelligence for predictive decision-making and building a vision for strategic human-machine collaboration. Each article provides actionable insights to help leaders like you reimagine their organizations and unlock new levels of agility, innovation, and competitive advantage.
The Cost of the Status Quo
A recent McKinsey study revealed that up to 70% of the effort in developing AI-based solutions lies in wrangling and harmonizing data. Most consumer product companies are still struggling with "dirty," unstructured data buried in silos. These legacy systems limit organizations to rearview-mirror analytics—reactive insights drawn from historical data. While yesterday’s data offers context, it cannot predict or prescribe future outcomes. The consequence? A persistent inability to act swiftly and intelligently in a world where real-time decisions define success.
This inertia isn’t just an operational issue; it’s a competitive one. Companies leveraging structured, interconnected data are pulling ahead, creating adaptive ecosystems that anticipate market demands, streamline supply chains, and deliver customer personalization.
For example, a global top five CPG enterprise partnered with Veeva to build a foundation of 240 million structured data records on the Vault Platform. This scale enabled powerful automation, allowing them to triage over 800,000 customer complaints, efficiently reviewing, addressing and remediating more than 96% of all product related issues contained within.
The divide between leaders and laggards is growing, and at its core is the question: Is your organization prepared to compete in the intelligence age?
Introducing the "Platform-in-Use"
The antidote to stagnation lies in adopting a "Platform-in-Use" paradigm—a concept inspired by digitally native companies. Think of Netflix, whose recommendation engine evolves as users engage with its platform, or Tesla, which leverages real-time vehicle data to improve performance for all users. Consumer product companies can adopt this approach by integrating structured data across their operations, transitioning from reactive insights to predictive intelligence.
Cloud-based platforms like Veeva’s Vault enable companies to aggregate and harmonize data into actionable "knowledge graphs." These graphs illuminate patterns and interconnections, enabling functions like manufacturing, supply chain, and marketing to align dynamically. Structured data transforms reactive operations into real-time decision frameworks, laying the groundwork for predictive and prescriptive analytics.
The Risk of Delay
The intelligence age is unforgiving to those who delay. With AI advancing exponentially, leaders who hesitate risk falling irreparably behind. According to digital transformation expert Professor Venkat Venkatraman, “Organizational intelligence isn’t just about deploying AI; it’s about reimagining how organizations operate.” Companies that fail to do so will be left navigating yesterday’s challenges while competitors redefine tomorrow’s opportunities.
Call to Action
Now is the time to take stock. How prepared is your organization to transition from legacy systems to intelligence-driven operations? To find out, let’s start a conversation. Together, we can apply our experience partnering with market-leading companies to map your path to becoming a market leader in the intelligence age.
