The content supply chain's AI awakening: Consumer products insights

The consumer products industry is bullish on AI in general.

Its AI-dedicated budgets are expected to rise by 18%, but even more significant is AI spending outside of traditional IT, which is expected to surge by 53% in the next 12 months. This indicates a broader, more integrated approach to AI adoption. Not only that, industry executives project that AI’s contribution to revenue growth will increase 133% from 2023 to 2027.
 

One area that’s ripe for AI expansion—particularly gen AI? Content supply chains (CSCs). For consumer products companies, content is intrinsically linked to their products; they’re focused on product benefits alongside brand storytelling and marketing campaigns.

This product-centric approach, combined with AI’s capabilities, opens up a world of possibilities for more targeted and efficient content creation and distribution.

Overall, 93% of consumer products organizations agree or strongly agree that gen AI will be a game-changer for their business overall. And a majority of consumer products executives—63%—say they’re more enthusiastic about gen AI’s impact on CSCs than they were just one year ago. As the saying goes, game on!
 

How do CSCs work in the consumer products world? 

It’s all about brand building, product marketing, and generating consumer demand. These companies need to create consistent, compelling messaging across a multitude of channels. Of course, they have their own websites and social media, but they also work with retailers, influencers, and media outlets.

It’s a broad reach, and consistency is key.
 

By integrating gen AI into their CSCs, consumer products companies are seeing some impressive results. 

We’re talking about improved customer lifetime value and retention, more sales and marketing qualified leads, and a better return on ad spend. Plus, they’re seeing a real boost in social media engagement.

Infusing gen AI into CSCs is proving to be an especially powerful combination for consumer products organizations. They’re reporting significantly greater impact than companies in other industries. This suggests that the product-centric nature of consumer products organizations, combined with the capabilities of gen AI, can drive real business results that substantially outpace those of other industries.
 

Consumer products organizations are betting on content

If money talks, it’s saying that consumer products companies are recognizing the strategic importance of content.

From 2023 to 2026, their budget allocation to the creation and delivery of content is expected to grow 73%. Consumer products organizations are investing in content to help ensure consumers not only understand the value of the brand, but what the brand stands for.

It’s not just about spending more; it’s about spending smarter. In 2024, these same organizations saw a solid 31% ROI from their existing CSCs. That’s a strong indicator that well-structured content strategies are already delivering tangible results.
 

But here’s where it gets really exciting. Imagine the possibilities when those already successful CSCs are further optimized with gen AI.

This heightened performance could significantly amplify those returns. 

With gen AI’s ability to automate, personalize, and optimize content CSCs, we can anticipate even greater efficiency and effectiveness. It’s a clear signal that the future of content in consumer products is about leveraging gen AI to optimize the increased investment.
 

To learn more about how gen-AI-fueled CSCs can help consumer products organizations drive competitive advantage—and receive targeted actions—download the report. 
 

Interested in content supply chains beyond consumer products organizations?

To learn more about our content supply chain findings across industries, visit our global report page. To learn more about content supply chains in the retail industry, visit here.