The Full AI Stack: Generative + Conversational + Agentic AI
Each of these capabilities—agentic, conversational, and generative AI—brings distinct value to the digital shelf, but they are interconnected and rely on a shared foundation of structured data. Agentic AI acts autonomously to fulfil user intent. Conversational AI engages users through text or voice. Generative AI creates scalable, localized, and brand-aligned content. Structured data is the connective tissue enabling all of them to function.
Impact Stats
McKinsey reports that 72% of top-performing CPG firms are already deploying AI in product discovery, content generation, or supply chain optimisation.17
Salsify shows digital shelf audits are completed 80–90% faster with AI-powered systems.18
NielsenIQ found that structured product data improves recommendation accuracy by up to 40%.19
BCG reports 10–15% operational cost savings for CPGs investing in structured data and automation.20
Salesforce found that 68% of CPG marketers now use AI to personalise omnichannel experiences21.
When a shopper engages with a chatbot or virtual assistant, like Rufus, the technology must parse the user’s query, translate it into relevant filters, match it to structured product attributes, and present results that are both relevant and differentiated. In real-world testing, AI-assisted shoppers on Amazon saw a 12.3% conversion rate compared to 3.1% without engagement. Repeat users engaging with AI-driven interfaces spend 25% more than those who do not.22
Reference Source(s):
18 https://www.salsify.com/blog/how-to-use-digital-shelf-analytics-to-improve-your-product-performance
20 https://www.bcg.com/publications/2023/the-future-of-ai-in-retail-and-consumer-goods
21 https://www.salesforce.com/news/stories/connected-consumer-report
22 https://www.hellorep.ai/blog/the-future-of-ai-in-ecommerce-40-statistics-on-conversational-ai-agents-for-2025 https://www.salsify.com/blog/state-of-the-digital-shelf-2024
