AI route for consumer connect

FMCG firms take digital route to predict user habits

- VIVEAT SUSAN PINTO

SCEPTICAL BUYERS OF dairy products such as milk and ghee have a ready solution from Kolkata-based ITC to ensure safety: Scan a QR code and get a virtual tour of the dairy farm where the products are made. The virtual tour promises a peek into the health of the cows, the food they eat, the quality of milk produced and the chemicalfree manufacturing process of dairy products.

As B Sumant, executive director at ITC explains, the effort is part of the firm's wider "Mission DigiArc" initiative, which has seen the company deploy its "Sixth Sense", basically its marketing and digital command centre and data hub, to map consumer behaviour, craft personalised brand communication messages and use artificial intelligence for product development.

"We have accelerated the adoption of digital technologies, including artificial intelligence applications across different nodes of our business. The aim is to mainstream the digital-first culture to create new sources of advantage," competitive Sumant said.