15% Club: Consumer Goods Companies Reap Real Business Value from AI Adoption

A new HFS Research report, in partnership with Cognizant, reveals that only 15% of consumer goods companies have successfully scaled AI initiatives, achieving substantial returns on investment. These firms have improved marketing efficiency with a 50% reduction in production time and a 25% increase in campaign reach. 60% of AI spending is now driven by business units outside of central IT budgets, and successful companies prioritize strong AI governance, agile funding, and business-driven implementation strategies.

A new HFS Research report, in partnership with Cognizant, has revealed that only 15% of consumer goods companies have successfully scaled AI initiatives, achieving substantial returns on investment. These firms, dubbed the "15% Club," have significantly improved marketing efficiency, supply chain, product innovation, and customer service. The report underscores the importance of strong AI governance, agile funding, and business-driven implementation strategies.

The report highlights that successful companies have achieved a 50% reduction in marketing production time and a 25% increase in global campaign reach. Moreover, 60% of AI spending is now driven by business units outside of central IT budgets, emphasizing the decentralized nature of AI implementation in consumer goods. The study also emphasizes the growing focus on agentic AI for autonomous operations [3].

The 15% Club's success is attributed to strong C-suite sponsorship, cross-functional alignment, dedicated AI budgets, and a proactive approach to AI governance. These factors have enabled companies to navigate the complexities of AI implementation and achieve tangible results.

The findings from the HFS Research report underscore the challenges and opportunities in scaling AI initiatives in the consumer goods sector. While the 15% Club's achievements are impressive, the vast majority of companies still face significant hurdles in effectively integrating AI into their operations.

In the broader context of AI adoption, the report serves as a reminder of the need for strategic planning and execution. As AI continues to evolve, consumer goods companies must prioritize the development of robust AI governance frameworks, agile funding mechanisms, and business-driven implementation strategies to stay competitive.

References:
[1] https://www.salesforce.com/news/stories/consumer-shopping-ai-trends-2025/salesforce_-with-ai-adoption-surging-shopping-behavior-is-at-an-inflection-point/
[2] https://aithority.com/security/aisera-and-aws-sign-strategic-collaboration-agreement-to-accelerate-autonomous-ai-adoption/
[3] https://www.stocktitan.net/news/CTSH/new-hfs-research-report-in-partnership-with-cognizant-unveils-how-jwn8vuhim09q.html