How to turn AI pilots into real ROI for your Trade Promotion, Field Sales, and Commercial Planning teams
By Dominic Dinardo, CEO at Aforza
Despite the January rain here in the UK, the AI momentum in the Consumer Goods industry is hot and fast. Across the globe, CPG manufacturers and distributors are trialing new AI projects at a record pace: from Europe to LATAM to Southeast Asia.
But as we help customers accelerate their AI journeys, two patterns have become crystal clear. Whether you’re in beverages, food, beauty, or healthcare, these two lessons can mean the difference between stalled pilots and true business transformation.
Why This Matters Now
Consumer Goods companies are under pressure:
- Promotion inefficiencies are costing millions
- Field reps are stretched thinner than ever
- Disconnected systems are slowing execution
AI can solve these problems, but only if it’s applied where it matters.
That’s why Aforza’s vertical AI, Ava, is built specifically for the needs of CPG:
- Embedded into Retail Execution, Trade Promotion & Claims
- Pre-trained on industry-specific workflows
- Fast to deploy with Aforza Accelerate
Lesson 1: Start with Known, High-Impact Use Cases
When AI projects begin with a blank sheet, asking teams “What should we do with AI?”, the results are scattered. You’ll hear hundreds of ideas, but many are technically unrealistic or commercially irrelevant.
Why? Because many business users are still approaching AI with a BI or deterministic logic mindset. They’re used to dashboards and reports, not intelligent agents that interpret, predict, and act.
The fix: Focus on out-of-the-box AI use cases that deliver immediate value in the field:
- AI-powered visit recommendations for Field Sales Reps
- Smart product suggestions based on predicted stock-outs or gaps
- Trade Promotion simulations that recommend the best mix by channel
- AI assistants like Ava, guiding sales teams through the day like a virtual coach
💡 Instead of making users ask AI for help, preload the insights. Present the value up front.
This is why Aforza ships with a pre-configured AI Prompt Library and a Business Process Library aligned to specific Consumer Goods personas: so your reps, planners, and finance teams get value on Day 1.
Lesson 2: Get AI in the Hands of Field Users, Fast
Too many companies test AI in ivory towers: headquarters, labs, or digital centers of excellence. But we’ve seen firsthand what happens when two similar companies take different paths:
- HQ-only pilot: Feedback is tepid. “Too simple.” “Doesn’t help me.”
- Field-first pilot: Reps say, “This is like having my manager with me.” “It reminded me of SKUs I forgot.”
The contrast is night and day.
Field users experience AI differently: they’re making decisions on the move, juggling customer visits, navigating stock issues, and closing orders. Even modest AI support can make a huge difference when you’re on the road.
At Aforza, we’ve seen Ava deliver a 50% boost in sales rep productivity for global beverage leaders, because the value isn’t theoretical, it’s operational.
Turn AI Pilots into Enterprise Impact
If you’re launching an AI initiative in 2026, remember:
- Start with proven use cases your teams can trust
- Deploy to real users early: especially in the field
- Measure ROI in weeks, not years
Want to see it in action? Book a demo of Ava or join the Commercial Excellence Exchange, our global peer network for Consumer Goods innovators.
Commercial Excellence Exchange
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