Sigmoid

Earlier this week, I led a Sigmoid Roundtable with leaders from some of the world’s top CPG organisations. The conversation centred on a shift that’s starting to move from theory to reality: AI assistants → autonomous AI agents. The takeaway was clear: This is no longer experimentation. It’s starting to drive real top and bottom line impact. A few themes that stood out: Re-imagining vs automating - The opportunity isn’t in speeding up broken processes. It’s in redesigning them entirely. - The most forward-leaning teams are building AI-native workflows from day one. The rise of the agentic ecosystem - Not just individual agents, but systems of agents. - Marketing, finance, supply chain — interacting with each other, and increasingly with external partners and platforms, to make decisions with minimal human intervention. Speed is no longer incremental - We looked at a customer quoting process that traditionally took 14 days across six teams. - With agentic AI, it was reduced to ~4 hours. That’s not optimisation. That’s a different operating model. Foundation still wins - None of this works without contextual data, organized in consistent fashion. And if you have a tonne unstructured data in your org, you can use agents to clean that up too! - The gap between companies isn’t who has AI — it’s who has usable data. Trust becomes the constraint - As autonomy increases, so does the importance of governance. - Brand safety, decision transparency, and guardrails are becoming core design principles, not afterthoughts. Appreciate everyone who contributed openly to the discussion. The shift to agentic commerce is underway. The interesting part now is who restructures their organization fast enough to actually capture it. #AgenticAI #CPG #RetailMedia #AI #DigitalTransformation