Feet on Street, Eyes on the Future: The RI Tour Is Here

by Mehak Jaggi

May 15 2025 | 08 min read

Artificial Intelligence is the current buzzword. Everyone is frantic about AI without truly understanding what it entails. Bizom kick-started its Real Intelligence (RI) Tour in Delhi, where the roundtable discussion de-fogged the buzz around AI and how it can improve RTM in the CPG industry. The idea of AI both intrigues and concerns different industries – intrigues because of the immense potential of AI to automate and make the process optimised, and concerns because the market says AI could potentially replace human effort.

AI is not here to take over Route-to-Market (RTM) operations—it’s here to enhance them. That was the key insight from Bizom’s recent discussion on “Real Intelligence in Route-to-Market.” For CPG companies, where speed, precision, and personalisation are critical, AI is proving to be a powerful assistant that empowers teams, especially those on the ground, to make smarter decisions faster. In this discussion, Bizom unveiled the term Real Intelligence (RI), which can be depicted as:

The reason Bizom launched the RI Tour was to establish the importance of human intuition while using AI. Just using AI is not enough, for it a mere process. Applying reason, human intuition along with industry alignment adds meaning to the AI that is applied in this industry. And it’s transforming how CPG brands go to market!

What This Means for the CPG Industry?

As CPG continues to grow with increasing demand for agility and customer-centric services, the discussion reinforced a critical shift in mindset: AI should be viewed through the lens of business value, not just technology innovation. Whether it’s driving direct-to-retail strategies, unlocking new categories, or personalising field operations, AI, when embedded thoughtfully, amplifies human capability rather than replaces it. This narrative challenges the industry to look beyond vanity metrics or standalone tech solutions. Instead, companies must ask: How is this investment improving market expansion? Is it enhancing efficiency or enabling faster execution? When AI and digital tools are aligned with these tangible goals, the return on investment becomes not just evident, but exponential.

The CPG Leader’s Discussion

Bizom’s discussion brought together senior leaders from across the CPG ecosystem to discuss the real business value of AI and tech adoption in RTM strategies. The discussion moved away from theoretical possibilities and focused on tangible, operational outcomes. The CPG Leaders discussed various points of importance which revolved around route to market, how it can be optimised in today’s day and time, and inclusion of AI in the right places.

Key points included:

Tech investments must be business-aligned—ROI should be evaluated in terms of growth, efficiency, or market expansion, not just tech benchmarks.
AI’s dual role as an enabler (boosting operational excellence) and a differentiator (powering product innovation and hyper-personalised GTM).
A clear framework is needed to evaluate tools: not all that is labelled “AI” delivers true intelligence. Starting with a clear business challenge is essential.
Field sales teams are crucial to the AI adoption story. When they are shown how AI enhances their workflows and outcomes, adoption increases dramatically.
Participants shared real-world examples, where a leading CPG brand successfully shifted from wholesale to direct-to-retail, powered by AI-enabled SFA and DMS platforms.

The cultural message was loud and clear: digital transformation succeeds only when cross-functional teams align under shared business KPIs, breaking down traditional silos.

Human at the Centre: Empowering Field Sales with AI

Field sales teams emerged as a vital bridge between strategy and execution. Speakers reiterated that AI should be seen as a partner, providing real-time insights, guiding decision-making, and boosting efficiency on the ground, rather than a replacement for human judgment or expertise.

In fact, companies found higher adoption rates among field teams that had a culture of digital learning and openness. Transparent communication about how AI supports daily tasks and enhances incentive systems has proven crucial.

A standout quote from the event captured this sentiment well: “Feet-on-street: the field sales teams must know why they are doing something, not just what.”

AI in CPG: Driving Productivity Without Displacing People

Recent research supports the discussion’s human-centric view of AI. According to a 2024 report, AI in CPG has reduced supply chain disruptions by up to 35%, improved demand forecasting by 20–30%, and cut costs through smarter inventory management. Reports also state that AI can unlock over $50 billion in value annually for the global CPG industry, primarily through improved forecasting, supply chain optimisation, and personalisation. Importantly, these improvements stem from augmented intelligence, where AI works alongside teams to enable better decisions, not to eliminate roles.

Technologies like image-based retail execution, predictive replenishment tools, and intelligent DMS/SFA systems allow for data-driven selling, route optimisation, and quicker go-to-market pivots. But the best outcomes come when companies invest not just in the tools, but in training people to use them with confidence and purpose. The success of these tools hinges on their integration into human workflows. Field sales reps, for example, are using AI-powered apps that recommend store visits, provide real-time insights, and flag stock issues, giving teams more time to focus on relationships and execution, not data entry or guesswork.

The Verdict?

The narrative is shifting from “Will AI replace us?” to “How can AI work with us?” That’s the future we’re building in CPG. This discussion affirmed a powerful s not about chasing the latest trend but about investing in tools that amplify what people already do well, enabling growth, agility, and smarter execution across the CPG value chain.

When AI is used not to replace, but to empower, that’s when transformation truly begins!

In this fog of AI and LLMs, Bizom’s focus is on building something meaningful. Something that understands not just the numbers, but the stories behind them. Something that knows the difference between data and wisdom, something that isn’t shiny but truly helpful to the user.

Bizom’s solutions are powered by real intelligence, which is especially developed to drive growth in the CPG industry.

The future of retail intelligence isn’t just artificial – it’s Real. While AI is just a tool, Real Intelligence is a craft in itself, and Bizom is its artist!