Over the past two years I've talked to hundreds of mid-market CPG companies.
In all that time, maybe 3 had someone formally responsible for AI. In the last 6–8 weeks alone, I've met 12 more — dedicated hires, AI committees, formal evaluation processes.
The easy read is that CPG finally got interested in technology. I hate that. As someone that has spent 25 years years in CPG, outsiders always misunderstand the industry and the people who move it forward.
I think the interest was always there. These teams have wanted better tools for years.
The blocker was the technology itself. For two decades, software built for this industry was poorly designed, demanded massive behavior change, and was rarely purpose-built for how CPG actually operates. Every implementation was a fight against the tool.
So teams did the rational thing: they stuck with spreadsheets and email.
AI-native solutions are breaking that pattern. They meet teams in the workflows they already have instead of forcing new ones. The adoption cost finally dropped below the value.