How to shape the future of AI in consumer products
Nobody knows exactly how AI will reshape consumer products. Plan for several futures, not one.
Planning across a spectrum of AI scenarios builds resilience in an uncertain landscape.
Four futures of AI in consumer products
Future 1: Transform
Key idea: AI becomes the operating system of the business; people steer and AI drives.
Balance of people, agents and automation
Agents handle most routine work, with people focused on strategy and creativity.
Future 2: Growth
Key idea: AI augments work without replacing it; people move up the value chain.
Balance of people, agents and automation
People remain central, supported by agents.
Future 3: Constraint
Key idea: AI underdelivers; people stay central to value creation.
Balance of people, agents and automation
Automation grows slowly.
Future 4: Retreat
Key idea: AI promised scale but was scaled back by cost, regulation or trust.
Balance of people, agents and automation
Investment shifts to proven uses only.
Shaping the future: the strategic response
Make no-regret moves that pay off in every scenario, and prepare options for the most ambitious ones.
Steps for consumer products companies
A six-step process:
- Define scenarios relevant to your business.
- Identify no-regret moves.
- Build data and technology foundations.
- Prepare the workforce.
- Set signposts to monitor which future is emerging.
- Review and adjust regularly.
Conclusion: from possibility to preparedness
Scenario planning turns uncertainty into a managed set of choices.
Summary
Companies that prepare for several AI futures will adapt faster to whichever one arrives.
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