PwC’s Consumer Markets Industry Trends 2025 report shows that companies are moving from AI pilots to enterprise-wide adoption, using generative AI to drive personalization, dynamic pricing, compliance, and M&A, while emphasizing trust, cybersecurity, and responsible deployment as key differentiators.
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PwCPwC’s Consumer Markets Industry Trends 2025 highlights a defining shift in how companies are using artificial intelligence (AI) — moving from experiments to enterprise-wide transformation. With consumer expectations rising and operational pressures mounting, leading companies are embedding AI at the heart of their strategies, reimagining everything from customer engagement to compliance.
Read PwC report here
AI Moves From Pilot to Core Strategy
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67% of consumer market leaders say generative AI is driving an increase in cloud budgets.
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Companies are adopting AI-first operating models to transform pricing, supply chains, customer service, and even mergers and acquisitions (M&A).
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Success in 2025 will depend on organizations excelling at personalization, responsible AI deployment, and human-AI collaboration.
Digital Value Acceleration
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60% of firms plan to increase cloud investments to scale generative AI.
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AI is powering granular decisions in pricing, promotions, and shelf optimization.
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Corporate functions are realizing up to 50% cost reductions by embedding AI in shared services like HR and finance.
AI-Driven M&A
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AI now informs deal strategy beyond due diligence, helping companies assess portfolio fit, anticipate analyst questions, and streamline integrations.
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Companies are using AI to standardize profitability metrics, consolidate supplier terms, and align customer experience during mergers.
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Divestitures are increasingly being built as AI-native businesses from the ground up.
Cybersecurity and Responsible AI
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AI-enabled fraud and deepfake attacks are on the rise.
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Industry leaders are treating cybersecurity not only as compliance but as a competitive differentiator.
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Best practice involves embedding Responsible AI, using risk-tiering frameworks (aligned to EU and NIST guidelines), and conducting third-party audits to reinforce digital trust.
NextGen Customer Experience
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Gen Z expects hyper-personalized, frictionless engagement, trading data for tailored experiences.
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Brands are developing direct-to-consumer (D2C) channels and subscription services to capture first-party data.
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AI-powered tools (e.g., virtual shopping assistants) are enabling real-time personalization and trend prediction, especially in luxury and retail.
Dynamic Pricing in Real Time
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AI-driven pricing is evolving from periodic adjustments to continuous, real-time operations.
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Retailers, restaurants, and consumer goods companies are integrating supply chain sensing with dynamic pricing engines to adapt to volatility.
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Transparency is essential: explainable AI models are needed to justify pricing to customers and regulators.
AI and Compliance Transformation
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62% of consumer market leaders expect measurable AI value in compliance and risk within 12 months.
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AI is streamlining sustainability reporting, packaging compliance, and global trade regulations.
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Tax functions are being redefined by AI, shifting from retrospective reporting to strategic advisory roles with real-time scenario modeling.
Key Takeaways for 2025
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AI at Scale is a Differentiator – From retail to restaurants, success hinges on embedding AI across operations, not just in isolated pilots.
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Human-AI Collaboration Matters – The most effective models augment human expertise, rather than replacing it.
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Trust is Non-Negotiable – Responsible AI, cybersecurity, and transparent pricing will define leaders.
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Personalization Wins – Gen Z and digital-first consumers expect hyper-tailored experiences.
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M&A is Data-Driven – Companies are leveraging AI to refine dealmaking, integration, and portfolio management.
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Compliance Becomes Strategic – AI is turning regulatory compliance and tax into competitive advantages.
2025 marks a turning point where consumer markets must embrace AI as a business model, not just a tool. Companies that scale responsibly, personalize effectively, and balance technology with human touch will set the standard for the industry in the years ahead.
Source: PwC
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