EY: Reclaiming Relevance: Sales and Marketing in an AI World
EY — 2026 — Market Research
The EY State of Consumer Products Report 2026 emphasizes a critical transformation in the consumer products industry, driven by AI and algorithmic influences on consumer behavior. It highlights that companies must shift from siloed optimization to integrated decision-making processes to remain competitive. The report reveals that a significant number of organizations struggle with decision-making speed and effectiveness, underscoring the need for a structural redesign in commercial operations to harness the full potential of AI.
Key Statistics
- 64% of companies report little to no improvement from their sales and marketing transformation initiatives
- Only 11% of executives report their sales and marketing teams operate as a unified growth engine
- 42% of barriers to transformation are due to decision rights, governance, and approvals slowing execution
Key Takeaways
- Identify and define core commercial decisions that drive growth and establish integrated governance for these decisions.
- Invest in building an external data platform that integrates with retailers and data ecosystems to influence automated recommendations.
- Avoid siloed optimization by ensuring decisions are made once and executed consistently across all functions.
Cite as: EY. (2026). EY: Reclaiming Relevance: Sales and Marketing in an AI World. Retrieved from https://research.agilebrandguide.com/research/ey-reclaiming-relevance-sales-and-marketing-in-an-ai-world