CHICAGO — Circana encourages retail and consumer packaged goods executives to use artificial intelligence to monitor business performance more often and spot emerging opportunities and risks before they affect results.
In an article published October 26, the market research firm said companies that rely on quarterly reviews and static reports can respond slowly to shifts in consumer demand, category performance and competition. More frequent analysis, Circana said, can help leaders decide where to direct investment and resources.
The firm pointed to its Liquid AI platform as a tool for combining consumer, shopper, retail and market data with predictive analysis. According to Circana, the platform can help companies assess brand and category performance, identify factors behind market share gains or losses and prioritize potential investments.
Circana said one Australian retailer using Liquid AI saved about 1,500 hours a year on recurring brand performance analysis, letting employees redirect that time to strategic work. The company did not identify the retailer.
The firm also argued that a connected view of data can help reduce divisions among insights, category management, sales and technology teams. Circana said it can make its data available through assistants including Copilot, ChatGPT, Claude and Gemini using Agent2Agent and Model Context Protocol, technologies designed to connect AI systems and data sources.
Circana said Liquid AI draws on category-specific shopping patterns, retailer-authorized point-of-sale data and market expertise to provide context for recommendations.
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