Six years have passed since the COVID-19 pandemic, yet consumer behavior remains more complex than ever. Inflation continues to be their primary concern, outweighing even climate change or international conflicts. While consumption remains steady, it does so unpredictably: consumers are cutting back in some categories while indulging in «small luxuries» in others, breaking traditional purchasing patterns.
Additionally, factors such as the e-commerce boom, the growing influence of social media on product discovery, and the strategic weight of Generation Z—expected to contribute $8.9 trillion to the global economy by 2035—are redefining the rules of the game. Added to this is a growing preference for local products and a new conception of value, where 79% of consumers adjust their spending selectively.
Faced with this scenario, Consumer Packaged Goods (CPG) companies face a key challenge: understanding an increasingly unpredictable and fragmented consumer.
To achieve this, technology is positioned as the great enabler. Artificial Intelligence (AI) allows companies to anticipate demand and personalize the shopping experience, while Big Data transforms millions of transactions into strategic decisions. Meanwhile, robotics optimizes operations and frees teams from repetitive tasks, and immersive experiences are gaining ground, showing conversion rate increases of up to 94% for products incorporating AR/VR.
In this context, the key is no longer which technology to adopt, but how to integrate, scale, and make it profitable within the value chain.
As Miguel Ángel Zamorano, Store Management & Marketing Director at UVESCO, points out:
“The store remains the space where the things that truly matter happen.”
In an increasingly omnichannel environment, the challenge lies in combining technology, data, and experience to coherently connect every consumer touchpoint.
Artificial Intelligence has consolidated as the central axis of transformation in the CPG sector. Its ability to analyze massive volumes of data allows for optimization ranging from inventory management to personalizing the customer experience.
More and more companies are incorporating these solutions to improve operational efficiency and respond more accurately to demand. From systems that process thousands of transactions in real-time to algorithms that predict shopping needs, AI is redefining how retailers and manufacturers operate.
We also feature the vision of industry experts who provide a strategic perspective on the challenges and opportunities in CPG:
- Miguel Ángel Zamorano, Store Management & Marketing Director at UVESCO.
1. Artificial Intelligence – The New Engine of Consumption
- Target: An AI-based inventory management system that processes up to 360,000 transactions per second, reducing out-of-stocks and overstock.
- Unilever: An AI-powered eB2B platform that predicts demand store-by-store and generates automatic recommendations, processing over 75,000 orders daily.
- Carrefour: Use of virtual assistants and internal AI platforms to improve loyalty and optimize operations.
- Coca-Cola: Generative AI applied to advertising production, allowing for the generation of thousands of content versions adapted to different markets.
2. VR / AR – From Optimizing Processes to Winning Over Consumers
- PepsiCo: Use of AR to simulate machinery and detect risks before production, improving operational safety.
- Trax Retail: Scanning shelves with AR to detect stockouts and optimize product placement in real-time.
- GoSpotCheck: Monitoring fresh products through computer vision, improving in-store execution.
- Oreo (Mondelēz): Immersive experiences that connect physical products with digital environments, strengthening consumer engagement.
3. Robotics – Transforming E-commerce and Logistics Potential
- Ocado: Robots capable of handling thousands of different products through machine learning, processing more than 30 million items per year.
- Auchan: Fully automated logistics centers that allow for highly efficient and rapid online order preparation.
- Instacart (Caper Cart): Smart carts that personalize the shopping experience in real-time, increasing average transaction value and satisfaction.
- Amazon (Vulcan): Robots with a “sense of touch” capable of manipulating products with human precision and learning from every interaction.
4. Big Data Analytics – From the Shelf to the Algorithm
- Walmart + PepsiCo: Use of granular data to optimize commercial decisions and distribution based on real consumer behavior.
- Hershey: Data analysis to understand not just what is sold, but why, anticipating trends and adjusting strategies.
- DUDE Wipes: Validation of new products using real data before launch, reducing risks.
- Unilever (Frigo): Smart freezers that combine consumption data and external variables (like weather) to anticipate demand, increasing sales by up to 30%.
5. Other Trends:
- Social Commerce: Strategies that combine content, data, and AI to connect with communities and shorten the path to purchase.
- Experiential Retail Media: Integration of data and content to create personalized experiences at every touchpoint.
- Same-day delivery: Deliveries on the same day that turn convenience into a standard expected by the consumer.
Growth in the sector no longer depends solely on the product or shelf positioning. It is built through data, automation, and connected experiences that accompany the consumer throughout their entire journey.
Companies that successfully integrate these technologies efficiently will be better prepared to respond to an uncertain and highly competitive environment. In a market where the consumer is constantly changing, the competitive advantage is no longer in reacting, but in anticipating.
Download the full report “CPG Digital Trends 2026” for here.
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