At this year’s Consumer Goods Forum Global Summit in Vienna, retail and consumer goods leaders are moving beyond the question of whether AI may change the consumer journey. Retailers and suppliers may need sharper value architecture, with each product assigned a clearer role. Is it designed to win on affordability, or does it command a premium because of superior quality or a specific consumer need? Retailers and CPG brands may need more frequent, more precise and more interoperable data exchange, all supported by appropriate governance. For CPG leaders, the next advantage may not come from producing more content or running more promotions, but from making each product’s value proposition clear, machine-readable and operationally reliable.