AI Research
15% of Consumer Goods Companies Master AI Implementation, New Study Shows
New research reveals only
“AI isn’t failing because the tech doesn’t work—it’s failing when organizations don’t change around it.”
The study, based on executive interviews across major North American consumer goods organizations, finds that only
“AI isn’t failing because the tech doesn’t work—it’s failing when organizations don’t change around it,” said Phil Fersht, CEO and Chief Analyst at HFS Research. “The
Key Findings:
The
- Strong AI governance and C-suite sponsorship, including AI councils and dedicated AI leadership roles
- Cross-functional alignment from the start, often embedding AI into broader transformation programs
60% of AI spending now occurs outside the central IT budget, driven by business units such as marketing, supply chain, and R&D- Dedicated AI budgets and agile investment models, including innovation funds and outcome-based funding milestones
- A growing focus on agentic AI, with use cases emerging in planning, reporting, and marketing automation
“At Cognizant, we empower CPG companies to become part of the elite
Where AI Is Making a Difference
Rather than focusing on the pilot trap, the report emphasizes where AI is already delivering results:
- Marketing: Generative AI tools are transforming content creation and personalization. One firm used AI to produce marketing videos in 90 languages—reducing production time by
50% and increasing global campaign reach by25% , without a proportional increase in cost. - Supply Chain: AI is improving demand forecasting accuracy and inventory optimization.
- Product Innovation: GenAI is guiding new product development with speed and precision.
- Sales & Revenue Management: AI is being used for trade promotion optimization and pricing strategy.
- Customer Service: AI is accelerating the design, development and delivery of enhanced and more engaging customer experiences.
Looking ahead, leaders are laying the groundwork for agentic AI—autonomous systems that can execute multi-step processes with minimal human oversight. Early use cases include internal reporting automation, stock-level management, and intelligent order processing.
“The organizations winning with AI aren’t necessarily the biggest—they’re the ones treating AI like a strategic capability, not a side hustle,” said Ashish Chaturvedi, Executive Research Leader at HFS Research. “We’re seeing AI-driven marketing personalization, content generation, and even new product innovation accelerate across the
About the Report
“The
About HFS Research
HFS is a leading global research and analysis firm trusted by major enterprises, technology providers, and business leaders. Our mission is to empower our clients to tackle challenges and make bold moves by arming them with visionary, independent insights on technology, business models, and market change.
About Cognizant
Cognizant (Nasdaq: CTSH) engineers modern businesses. We help our clients modernize technology, reimagine processes and transform experiences so they can stay ahead in our fast-changing world. Together, we’re improving everyday life. See how at www.cognizant.com or @cognizant.
Forward-Looking Statements
This press release includes statements that may constitute forward-looking statements made pursuant to the safe harbor provisions of the Private Securities Litigation Reform Act of 1995, the accuracy of which are necessarily subject to risks, uncertainties and assumptions as to future events that may not prove to be accurate. These statements include, but are not limited to, express or implied forward-looking statements relating to the adoption of generative and/or agentic artificial intelligence, the effects of such artificial intelligence on the consumer goods industry and the competitive opportunities in the marketplace. These statements are neither promises nor guarantees but are the findings of the study discussed above and remain subject to a variety of risks and uncertainties, many of which are beyond Cognizant’s control, which could cause actual results to differ materially from those contemplated in these forward-looking statements. Existing and prospective investors are cautioned not to place undue reliance on these forward-looking statements, which speak only as of the date hereof. Factors that could cause outcomes to differ materially from those expressed or implied include general economic conditions, the impact of technological development and competition, the competitive and rapidly changing nature of the markets Cognizant and its clients compete in, and the other factors discussed in Cognizant’s most recent Annual Report on Form 10-K and other filings with the Securities and Exchange Commission. Cognizant undertakes no obligation to update or revise any forward-looking statements, whether as a result of new information, future events, or otherwise, except as may be required under applicable securities law.
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SOURCE HFS Research
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Mississippi’s AI Ambitions Take Shape With NVIDIA Partnership
Mississippi is carving a new path in its artificial intelligence landscape by partnering with technology company NVIDIA to expand AI education, research and workforce development across the state.
Similar to other NVIDIA partnerships in California, Utah and Oregon, the agreement — formalized through a memorandum of understanding — brings hands-on AI training to Mississippi’s classrooms, colleges and workforce programs statewide. Mississippi residents will now have access to the company’s cloud-based tools and platforms, expanding their available resources and learning capabilities. Educators certified through NVIDIA’s Deep Learning Institute will provide training, offered through state colleges, universities and community-based sites.
The teaming, announced June 18, connects NVIDIA, the Mississippi Artificial Intelligence Network (MAIN), the Mississippi Development Authority, AccelerateMS and the Mississippi governor’s office.
In a statement, Gov. Tate Reeves said working with NVIDIA is a major step forward for Mississippi’s future and emphasized the collaboration’s potential to reshape the state’s economy.
“By expanding AI education, investing in workforce development and encouraging innovation, we, along with NVIDIA, are creating a pathway to dynamic careers in AI and cybersecurity for Mississippians,” Reeves said. “These are the in-demand jobs of the future — jobs that will change the landscape of our economy for generations to come.”
That future-focused vision resonated with NVIDIA, which had already established ties in Mississippi through earlier work with Mississippi State University. Once company officials learned about the coordinated AI work happening across the state, MAIN Director Kollin Napier said, they saw a chance to play a larger role.
“The opportunity to partner with NVIDIA served to amplify our mission,” Napier said. “Mississippi stood out because of the strong foundation built through MAIN, which had already reached thousands of learners through free, accessible AI training programs and established a model of coordination across education, workforce and industry.”
The partnership aims to strengthen classroom instruction, but it goes beyond traditional education. The state plans to roll out certifications, hands-on workshops and job-aligned curricula to help learners gain practical skills in AI, machine learning and data science. This includes training opportunities not only at four-year universities, but at technical colleges and workforce hubs.
A major priority of the initiative is expanding access to these opportunities. The trainings are designed to reach rural communities and underserved populations, teaching students and educators to build career pathways for those traditionally excluded from high-tech industries.
At the same time, the state will be a testing ground for AI-powered innovation. Joint research projects between MAIN and other industry partners will explore real-world AI applications across key sectors including agriculture, health care, energy and national security.
In order for these innovations to have a tangible economic impact, Mississippi is also working with NVIDIA to help local businesses adopt AI tools, introducing machine learning and data technologies into their operations to boost productivity and competitiveness, according to Napier.
“Over the next year, these efforts will scale into precision agriculture training at community colleges and live demonstrations for producers statewide,” he said, citing an example in the farming sector: AI, he said, is helping optimize yields, monitor soil and water conditions, and detect crop disease earlier — benefits that could significantly improve outcomes in Mississippi’s rural areas.
For NVIDIA, these kinds of real-world applications underscore why Mississippi stood out as a strong partner. The state’s commitment to blending education, workforce development and industry engagement directly supported the company’s broader goals.
“Together, we will enhance economic growth through an AI-skilled workforce, advanced research and industry engagement, positioning Mississippi as a hub for AI-driven transformation to the benefit of its communities,” Louis Stewart, head of strategic initiatives for NVIDIA’s global developer ecosystem, said.
That plan aligns with Mississippi’s broader strategy to not only prepare talent but to attract high-tech investment.
“The state is building a workforce that is skilled, certified and ready to support innovation, which positions Mississippi as a serious contender for attracting tech companies and AI-driven industries,” Napier said. “This initiative is not just about preparing people for jobs; it is about bringing the jobs to Mississippi.”
The state, he said, is not merely focused on building skills — but also on building trust. Napier said leaders are weaving ethics, cybersecurity and privacy into every part of their AI ecosystem. MAIN’s programs teach not only the technical side of AI, but how to design systems responsibly, reduce bias and understand the broader impacts of emerging technologies.
To track how things are going, the state is keeping an eye on workforce milestones like certifications earned, job placements and participation in training. But real success will be measured not just by those numbers, Napier said, but by the doors that open for people as a result.
With partnerships across government, education and industry, he said he hopes Mississippi will become a model for how other states can approach AI, not just with bold goals but with purpose, coordination and real impact.
Through MAIN, and by working with NVIDIA, Napier said, the state is “modeling how to bring AI opportunities to every corner of a population, including rural and underserved communities,” and demonstrating “what it looks like to lead with purpose, align across sectors, and build an AI ecosystem that is ethical, inclusive and built for long-term impact.”
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