Leading CPG and FMCG brands are increasingly turning to AI to improve the odds of new product success. In this session, you’ll explore how global organizations such as Coca-Cola, Nestlé and Carlsberg are using AI-powered insights to strengthen decision-making around concept screening and validation, from early-stage evaluation through launch readiness.
The session will examine how modern AI systems combine large-scale survey inputs with real-world behavioral signals, including point-of-sale (POS) data, to move beyond traditional benchmarks and static testing approaches. By closing the gap between what consumers say and what they do, AI enables insight teams to predict market performance more accurately, identify risk earlier and refine concepts with greater confidence.
Attendees will gain a practical understanding of how AI-enabled research methods are reshaping how product concepts are evaluated – allowing teams to test more ideas, move faster and focus investment on the concepts most likely to succeed, all without sacrificing analytical rigor.
Key takeaways
• Why traditional concept testing benchmarks limit innovation – and how AI overcomes them.
• How survey data, POS data and AI combine for high-accuracy predictions.
• How AI reveals the elements that strengthen or weaken concepts and guides how to improve the concept.
• Why insight teams can scale output without scaling resources.
