How to Build an AI Agent Strategy: Lessons from Colgate and Mondelez

Artificial intelligence has caused a seismic shift in the consumer goods sector, with AI agents promising to further enhance customer experiences and save time by automating processes for greater operational efficiency and strategic decision-making. By 2027, 50% of business decisions will be augmented or automated by AI agents for decision-making, according to Gartner. The AI switch was turned on early at Colgate-Palmolive, when, in 2023, officials decided to build a platform to let employees sink their teeth into creating Gen AI agents, or as they are known internally, assistants. “This was a risk-based judgment,” says Kli Pappas, senior director of global predictive analytics and global head of AI at Colgate-Palmolive. “People were going to use the tools anyway.” Colgate’s approach reflects a broader trend in the consumer goods industry where companies are investing in AI agents to automate routine tasks, improve decision-making, and ultimately deliver better customer experiences. Mondelez International is another example of a company embracing AI agents to drive innovation and efficiency. These AI agents can handle a variety of functions, from customer service chatbots to predictive analytics tools that help forecast demand and optimize supply chains. The integration of AI agents enables companies to respond faster to market changes and personalize consumer interactions at scale. The key lessons from Colgate and Mondelez’s AI strategies include:

• Early Adoption and Experimentation: Starting early with pilot programs allows companies to learn and adapt AI tools to their specific needs.
• Employee Empowerment: Providing platforms for employees to create and customize AI agents encourages innovation and practical application.
• Risk Management: Accepting some level of risk in adopting new technologies is necessary to stay competitive.
• Focus on Customer Experience: AI agents should ultimately enhance how consumers interact with brands, making experiences smoother and more personalized.
As AI continues to evolve, consumer goods companies that strategically implement AI agents will be better positioned to lead in a rapidly changing marketplace.

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Frequently Asked Questions (FAQ)

AI Agents in Consumer Goods

Q: What is the primary benefit of AI agents in the consumer goods sector? A: AI agents are primarily used to enhance customer experiences and save time by automating processes, leading to greater operational efficiency and better strategic decision-making. Q: What percentage of business decisions will be AI-augmented or automated by 2027? A: According to Gartner, 50% of business decisions will be augmented or automated by AI agents for decision-making by 2027. Q: Which companies are mentioned as examples of adopting AI agents in the consumer goods sector? A: Colgate-Palmolive and Mondelez International are mentioned as companies investing in and adopting AI agents. Q: What are some specific functions that AI agents can perform for consumer goods companies? A: AI agents can handle various functions, including customer service chatbots, predictive analytics for demand forecasting, and supply chain optimization. Q: What are the key lessons learned from the AI strategies of companies like Colgate-Palmolive and Mondelez International? A: Key lessons include the importance of early adoption and experimentation, employee empowerment through AI agent creation platforms, risk management in technology adoption, and a focus on enhancing customer experience.

Crypto Market AI's Take

The integration of AI agents in the consumer goods sector mirrors the transformative impact AI is having across industries, including finance and cryptocurrency. Just as companies like Colgate-Palmolive are leveraging AI for efficiency and customer engagement, businesses in the crypto space are increasingly adopting AI for market analysis, trading automation, and personalized user experiences. Our platform, AI Crypto Market, is at the forefront of this trend, offering advanced AI-powered tools such as AI trading bots and AI-driven market analysis to help users navigate the complexities of the digital asset landscape. Understanding how AI agents are reshaping traditional industries provides valuable context for their growing role in the future of decentralized finance and trading.

More to Read:

• AI Agents: Capabilities, Risks, and Growing Role
• AI-Driven Crypto Trading Tools Reshape Market Strategies in 2025
• How to Build an AI Agent Strategy: Lessons from Colgate and Mondelez

Source: Originally published at Consumer Goods Technology on July 31, 2025.