CGT26 Sales Mktg Tech Study Intro Consumer goods, cpg, consumer packaged goods, CGT Sales & Marketing Tech Report, cpg marketing, consumer goods marketing, martech, marketing technology, consumer brands, consumer products, marketing analytics, cpg market research, trade promotion manageme

2026

Scaling Intelligence, Navigating Value in Consumer Goods CGT Sales & Marketing Tech Study

By Liz Dominguez

No more messing around: If the value isn't there, consumer goods manufacturers don't want it. Yes, AI adoption in sales and marketing is still going strong, but manufacturers are closing in on the most win-worthy applications. This is because the focus has shifted from initial adoption to practical ROI, scalable integration and agentic use cases, according to the findings from CGT’s 2026 Sales & Marketing Tech Study. Manufacturers are slowing things down, taking a more methodical approach following years of rapid-fire AI experiments to see what sticks. Executives are now married more to value than exploration, seeking to avoid adoption that doesn't have a clear purpose and pathway to success. Meanwhile, enterprise-wide agentic integration takes center stage, but many CGs must contend with the fact that their infrastructure may not yet support these advancing capabilities.

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