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From 70 AI Ideas to Three Clear Themes

How a £1bn+ listed CPG business tested where AI could create value and turned 70 ideas into three themes for investment and experimentation.
Service
Strategy Consulting
Client
Listed CPG business
Focus
AI opportunities
Year
2024

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[THE PROBLEM]

The client had no shortage of AI ideas. Senior leaders had generated almost 70 opportunities, and suppliers were arriving with more. The difficult part was deciding which ideas were real, which mattered to the business and which had a credible route to a return.

Some leaders saw GenAI as important; others saw an expensive distraction. Disconnected experiments risked wasting money, damaging trust and causing the wider programme to lose support. Waiting carried the opposite risk: competitors could learn faster and build useful capability first.

[CLIENT CONTEXT]

Commercial teams wanted to move quickly around customers, products and growth. Technology teams had to consider data, integration, security and scale. They needed a shared way to judge opportunities, choose useful experiments and connect those experiments to a bigger direction.

Almost 70 options became [three clear themes]
Commercial Growth Director
Listed international CPG business
Paradigm Junction helped us test the thinking, identify the gaps and turn a fragmented pipeline into a clear strategic story. We came away with a much better view of how AI could be used, which opportunities were worth pursuing and the principles that should guide our decisions. That gave us a simpler way to take stakeholders with us and helped commercial and technology teams work from the same picture.
[ our approach ]

How we solved the problem

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Start With What They Knew
We reviewed the existing opportunity list and spoke with the people responsible for commercial growth, technology and delivery.
This showed where teams agreed, where they were using different assumptions and which ideas needed closer examination before time, money or internal support was committed.
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Check What Was Real
We tested each idea against what the technology could reliably do, the value it could create and whether the business was ready to act.
We separated useful near-term capabilities from supplier promises, then helped the team decide when to buy, when to wait and what to test through an experiment.
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Find What Was Missing
We looked beyond the existing list to find valuable uses that had not surfaced through the original leadership interviews.
The external comparison identified 11 additional opportunities, especially in understanding customers, simulating choices, improving product development and making better decisions closer to the point of sale.
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Turn Ideas Into Direction
We reduced the long list to three simple themes that leaders could use to explain what AI might change and why it mattered.
The themes connected individual experiments to a bigger picture: understanding customers and trends sooner, making better small decisions at the edge, and moving from insight to product faster.
DISCUSS YOUR WORK
[ CLIENT RESULTS ]
Our work in numbers
The client's existing opportunity list was reviewed against feasibility, likely value and fit with the wider business.
70
Opportunities assessed
External research and stakeholder conversations revealed valuable applications missing from the original list.
11
Additional opportunities identified
A long and difficult set of choices was boiled down into a manageable direction for investment, experimentation and internal alignment.
3
Themes guiding investment
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