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

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

Explore how Colgate and Mondelez leverage AI agents to enhance customer experience and operational efficiency in consumer goods.

August 1, 2025
5 min read
Esther Shein

Explore how Colgate and Mondelez leverage AI agents to enhance customer experience and operational efficiency in consumer goods.

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 highlights the importance of embracing AI agents proactively rather than resisting inevitable adoption. By empowering employees to build and experiment with AI assistants, the company fosters innovation and practical use cases that drive real business value. Mondelez International is also advancing its AI agent strategy, focusing on automating routine tasks and enhancing decision-making processes. Their efforts include integrating AI agents into supply chain management and marketing operations to improve efficiency and responsiveness. The lessons from these consumer goods giants emphasize several key points for building a successful AI agent strategy:
  • Start early and embrace experimentation: Allow teams to explore AI tools and develop custom assistants tailored to their needs.
  • Focus on augmenting human decision-making: AI agents should support and enhance, not replace, human expertise.
  • Prioritize operational efficiency: Automate repetitive tasks to free up employee time for higher-value activities.
  • Integrate AI across functions: From marketing to supply chain, AI agents can provide insights and streamline workflows.
    • As AI continues to evolve, companies that strategically implement AI agents will gain competitive advantages through improved customer experiences and smarter business operations.
    Source: Originally published at Consumer Goods Technology on July 31, 2025.

    Frequently Asked Questions (FAQ)

    AI Agent Strategy in Consumer Goods

    Q: What is the primary benefit of AI agents in the consumer goods sector? A: AI agents offer enhanced customer experiences and save time by automating processes, leading to greater operational efficiency and improved strategic decision-making. Q: How is Colgate-Palmolive implementing AI agents? A: Colgate-Palmolive developed a platform in 2023 to allow employees to create Gen AI agents, internally referred to as assistants, recognizing the inevitability of AI adoption and focusing on proactive integration. Q: What is Mondelez International's approach to AI agents? A: Mondelez International is focusing on automating routine tasks and enhancing decision-making processes by integrating AI agents into areas like supply chain management and marketing operations. Q: What are the key takeaways for building a successful AI agent strategy, as highlighted by Colgate-Palmolive and Mondelez International? A: Key lessons include starting early and embracing experimentation, focusing on augmenting human decision-making, prioritizing operational efficiency, and integrating AI across various business functions.

    Crypto Market AI's Take

    The integration of AI agents into various industries, including consumer goods, mirrors the advancements seen in financial markets. At Crypto Market AI, we leverage AI to provide sophisticated tools for cryptocurrency trading and market intelligence. Our platform offers AI-powered trading bots and AI analysts that harness machine learning to dissect market trends, identify opportunities, and facilitate strategic decision-making. Just as consumer goods companies are using AI agents to streamline operations and enhance customer experiences, we utilize AI to empower traders with data-driven insights and automated execution capabilities. Explore our AI Tools Hub to learn more about how AI is transforming the financial landscape and how you can benefit from these cutting-edge technologies.

    More to Read:

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