“I definitely think Gen AI will be a game-changer for retailers,” Gentsch explains. ADVERTISEMENT“You can apply Gen AI across the whole supply chain, marketing, sales – every channel can benefit from it,” says Gentsch. All told, it could generate between $440 billion and $600 billion of additional FMCG revenue annually, assuming that existing AI systems are replaced or enhanced by Gen AI technologies. You can increase efficiency, but Gen AI really goes far beyond that.”The second tier of Gen AI integration is what Gentsch describes as ‘augmentation’ – using Gen AI as a supportive tool, such as a ‘digital co-pilot’ for category managers. With Gen AI, it’s never been as easy as today to run a pilot and experiment.