NVIDIA: 89% of top FMCG firms already use AI, IKEA to save €100 million a year

September 3, 2026 · new-retail.ru

NVIDIA data cited in a review by Daria Suppes, head of the AI ML department at digital production agency Dalee, shows that 89% of large FMCG companies already use artificial intelligence or are preparing to adopt it. The market is moving from basic content tools toward demand forecasting, inventory management, computer vision and personalization. Kraft Heinz's TasteMaker platform on Google Cloud combines brand guidelines, product catalogs and photo archives, letting marketers and R&D teams generate visuals and video without writing complex prompts. The platform cut production time for new-product marketing materials from eight weeks to eight hours, sped time-to-market by 75%, and is now used by 70% of staff in Kraft Heinz's R&D and marketing units. Unilever has equipped 100,000 of the roughly 3 million freezers across its 35-factory, 60-country ice-cream supply chain with AI that tracks inventory and availability in real time. IKEA's Locus platform automatically groups orders and calculates delivery routes against more than 180 live parameters, including time windows, transport load and traffic density. IKEA expects the system to cut global logistics costs by €100 million a year, a saving that matters as its online sales share climbed from 11% in 2019 to 28% in 2025.

Campaign timelines shrink when brand content that used to take eight weeks lands in eight hours, and planners who build schedules around production delays will need to rework those assumptions for Kraft Heinz and any advertiser adopting similar tools. Agencies serving FMCG clients should expect briefs to arrive faster and creative testing cycles to compress, putting pressure on media booking timelines to match production speed. The logistics and inventory gains at Unilever and IKEA also signal where FMCG marketing budgets could shift next: money saved on freezer monitoring and delivery routing is money that could move into media spend, making it worth tracking how these companies reallocate budget once operational AI pays off.