Consumer goods companies, including Nestle, General Mills, and AB InBev, are integrating an AI assistant that uses OpenAI’s GPT-4 language model for business intelligence discovery. Nestle and General Mills’ joint venture, Cereal Partners Worldwide (CPW), will use AnswerRocket’s Max assistant to improve access to insights from their data. Using the technology, employees can ask natural-language questions, which will increase employee engagement and improve data-based insights. AB InBev similarly expects the technology to help users become more comfortable interacting with data. The use of generative AI tools, like ChatGPT, has many potential use cases, and consumer goods companies have been experimenting across functions, including marketing. The technology can impact companies in their day-to-day operations, helping them be prepared for where consumers are going and how they’re shopping.

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