AI isn’t just hype - it’s reshaping how CPGs win market share, innovate, and partner with retailer.In this episode of Reimagine with AI, host Imteaz Ahamed talks with Bas van Kesteren, GM of Opella E-Commerce and former leader at Reckitt, Sanofi, Unilever, and AB InBev. Together, they explore how AI is transforming every corner of CPG e-commerce, from retail media and supply chain to organizational design, and what leaders must do to stay ahead.Bas shares powerful lessons from leading digital commerce at some of the world’s biggest brands and breaks down where executives should focus as AI drives the next wave of disruption.
🎙️ Topics Covered:
How AI lowers the cost of use cases and unlocks adoption at scale
The new flywheel of media + innovation that will drive faster NPD pipelines
Why retail media is shifting from “tax” to “growth engine”
How to balance 70-20-10 across execution, scaling, and innovation
The new capabilities every CPG e-commerce team must build for an AI-first world
Shankar Viswanathan, Chief Commercial Officer at Sigmoid and former senior executive at Procter & Gamble, shares how AI is transforming content, media, and product innovation in CPG and why the time to act is now.
🎙️ Topics Covered:
The #1 transformation mistake senior leaders make
Reverse mentoring and why humility beats hierarchy
How AI is transforming content, media, and shelf execution
Generative AI in R&D and demand forecasting
The one thing every company must do today to unlock AI's value
⏱️ Timestamps:
00:00 – Introduction
03:00 – Shankar’s leadership journey across P&G and Sigmoid
07:30 – What drives successful AI transformation
11:00 – Reverse mentorship and learning from Gen Z
13:30 – Data strategy across emerging and developed markets
18:00 – How CPGs can mature their data and AI capabilities
20:00 – Breakthroughs in content, media, and shelf optimization
28:00 – Starting small: What leaders should do today
34:00 – GenAI in R&D, forecasting, and supply chain
41:30 – What CPG can learn from BFSI
44:00 – The biggest shift coming to CPG in 12–24 months
