安永：2026年消费品现状报告：重塑价值：人工智能时代的销售与营销（英文版）（35页）.pdf

1、State of Consumer Products ReportReclaiming Relevance:sales and marketing in an AI world2026EY STATE OF CONSUMER REPORT 2026SECTION ONE SECTION THREEIMPLICATIONSFOREWORDMETHODOLOGYINTRODUCTIONContentsOptimization is necessary,but not enoughFinding your path to connected decision-makingThe technology

2、 is ready;most operating models are notActingbefore the model is clearSECTION TWO SECTION FOURSTATE OF CONSUMER PRODUCTS REPORT 202603Most organizations are not yet designed to operate this way.The leadership opportunity is not simply to improve individual functions,but to redesign the operating mod

3、el that connects them.The promise of technology in this is clear:AI can transform how decisions are made.Real advantage will come from how organizations apply it across their commercial model,not within isolated use cases.For me,the biggest value creation isnt AI in sales and marketing or AI in supp

4、ly chain.Its the closed loop between the two where demand signals and supply responses are aligned in real time.That is what enables relevance to be earned continuously.Its how to ensure your brands are not just visible,but selected,in the moments that matter.This report is written for commercial le

5、aders across sales and marketing who are responsible for delivering growth in Consumer Products.The companies that succeed will be those that recognize this shift early and move with clarity and intent.We hope this report helps you take the necessary steps,and we look forward to working with you as

6、you shape the future with confidence.Last year,in State of Consumer Products Report:Reclaiming Relevance,we argued that Consumer Products companies needed to reassert their relevance with consumers,retail customers and capital markets.That challenge remains,but the context around it has changed.Toda