New HFS Research Report in Partnership with Cognizant Unveils How the '15% Club' is Reaping Real Business Value from AI
Cognizant (NASDAQ:CTSH) and HFS Research have released a comprehensive study revealing that only 15% of consumer goods companies successfully scale AI initiatives. This elite group, dubbed the "15% Club," achieves significant ROI through strong AI governance, agile funding, and business-driven implementation.
The research highlights how successful companies are achieving measurable results across multiple areas: 50% reduction in marketing production time, 25% increase in global campaign reach, and improvements in supply chain, product innovation, and customer service. The study emphasizes that 60% of AI spending now occurs outside central IT budgets, with business units driving implementation.
Key success factors include strong C-suite sponsorship, cross-functional alignment, dedicated AI budgets, and a growing focus on agentic AI for autonomous operations.
Cognizant (NASDAQ:CTSH) e HFS Research hanno pubblicato uno studio approfondito che rivela come solo il 15% delle aziende di beni di consumo riesca a scalare con successo le iniziative di intelligenza artificiale. Questo gruppo d'élite, chiamato "15% Club", ottiene un ROI significativo grazie a una solida governance dell'IA, finanziamenti agili e un'implementazione guidata dal business.
La ricerca evidenzia come le aziende di successo stiano ottenendo risultati misurabili in diversi ambiti: riduzione del 50% nei tempi di produzione del marketing, aumento del 25% nella portata globale delle campagne, oltre a miglioramenti nella catena di approvvigionamento, nell'innovazione di prodotto e nel servizio clienti. Lo studio sottolinea che ora il 60% della spesa per l'IA avviene al di fuori dei budget IT centrali, con le unità di business che guidano l'implementazione.
I fattori chiave per il successo includono un forte patrocinio da parte del top management, l'allineamento trasversale tra funzioni, budget dedicati all'IA e un crescente interesse verso l'IA agentica per operazioni autonome.
Cognizant (NASDAQ:CTSH) y HFS Research han publicado un estudio exhaustivo que revela que solo el 15% de las empresas de bienes de consumo logran escalar con éxito las iniciativas de inteligencia artificial. Este grupo selecto, denominado el "Club del 15%", obtiene un ROI significativo gracias a una sólida gobernanza de IA, financiamiento ágil y una implementación impulsada por el negocio.
La investigación destaca cómo las empresas exitosas están obteniendo resultados medibles en varias áreas: reducción del 50% en el tiempo de producción de marketing, aumento del 25% en el alcance global de campañas, además de mejoras en la cadena de suministro, innovación de productos y servicio al cliente. El estudio enfatiza que ahora el 60% del gasto en IA se realiza fuera de los presupuestos centrales de TI, con las unidades de negocio liderando la implementación.
Los factores clave para el éxito incluyen un fuerte patrocinio del equipo ejecutivo, alineación interfuncional, presupuestos dedicados para IA y un enfoque creciente en IA agentiva para operaciones autónomas.
Cognizant (NASDAQ:CTSH)와 HFS Research는 소비재 기업의 단 15%만이 AI 이니셔티브를 성공적으로 확장한다는 포괄적인 연구 결과를 발표했습니다. '15% 클럽'으로 불리는 이 엘리트 그룹은 강력한 AI 거버넌스, 민첩한 자금 조달, 비즈니스 주도의 구현을 통해 높은 ROI를 달성합니다.
연구에 따르면 성공적인 기업들은 마케팅 제작 시간 50% 감소, 글로벌 캠페인 도달 범위 25% 증가 등 여러 분야에서 측정 가능한 성과를 내고 있으며, 공급망, 제품 혁신, 고객 서비스에서도 개선을 이루고 있습니다. 또한 연구는 AI 지출의 60%가 이제 중앙 IT 예산 외부에서 이루어지며, 비즈니스 부서가 구현을 주도하고 있음을 강조합니다.
성공의 핵심 요소로는 강력한 최고경영진 후원, 부서 간 협력, 전용 AI 예산, 자율 운영을 위한 에이전트 AI에 대한 관심 증가 등이 포함됩니다.
Cognizant (NASDAQ:CTSH) et HFS Research ont publié une étude complète révélant que seulement 15 % des entreprises de biens de consommation parviennent à déployer à grande échelle leurs initiatives d'IA. Ce groupe d'élite, appelé le « Club des 15 % », obtient un retour sur investissement significatif grâce à une gouvernance solide de l'IA, un financement agile et une mise en œuvre orientée business.
L'étude met en lumière comment les entreprises performantes obtiennent des résultats mesurables dans plusieurs domaines : réduction de 50 % du temps de production marketing, augmentation de 25 % de la portée mondiale des campagnes, ainsi que des améliorations dans la chaîne d'approvisionnement, l'innovation produit et le service client. L'étude souligne que 60 % des dépenses en IA se font désormais en dehors des budgets informatiques centraux, avec les unités opérationnelles qui pilotent la mise en œuvre.
Les facteurs clés de réussite incluent un fort parrainage au niveau de la direction, une alignement transversal, des budgets dédiés à l'IA et un intérêt croissant pour l'IA agentive pour des opérations autonomes.
Cognizant (NASDAQ:CTSH) und HFS Research haben eine umfassende Studie veröffentlicht, die zeigt, dass nur 15 % der Konsumgüterunternehmen KI-Initiativen erfolgreich skalieren. Diese exklusive Gruppe, genannt „15%-Club“, erzielt durch starke KI-Governance, agile Finanzierung und geschäftsorientierte Umsetzung eine signifikante Kapitalrendite.
Die Forschung hebt hervor, wie erfolgreiche Unternehmen messbare Ergebnisse in mehreren Bereichen erzielen: 50 % Reduzierung der Marketingproduktionszeit, 25 % Steigerung der globalen Kampagnenreichweite sowie Verbesserungen in Lieferkette, Produktinnovation und Kundenservice. Die Studie betont, dass 60 % der KI-Ausgaben inzwischen außerhalb der zentralen IT-Budgets erfolgen, wobei die Geschäftsbereiche die Implementierung vorantreiben.
Schlüssel zum Erfolg sind starke Unterstützung durch das C-Level-Management, bereichsübergreifende Abstimmung, dedizierte KI-Budgets und ein wachsender Fokus auf agentische KI für autonome Abläufe.
- Elite '15% Club' companies demonstrate successful AI scaling and measurable ROI
- Marketing efficiency improved with 50% reduction in production time and 25% increase in campaign reach
- 60% of AI spending now driven by business units, showing strong operational integration
- Multiple areas showing concrete results: marketing, supply chain, product innovation, and customer service
- Development of agentic AI capabilities for autonomous operations
- 85% of consumer goods companies fail to scale AI initiatives successfully
- Significant organizational changes required for successful AI implementation
- Heavy dependence on governance and C-suite sponsorship for success
New research reveals only
The study, based on executive interviews across major North American consumer goods organizations, finds that only
"AI isn't failing because the tech doesn't work—it's failing when organizations don't change around it," said Phil Fersht, CEO and Chief Analyst at HFS Research. "The
Key Findings:
The
- Strong AI governance and C-suite sponsorship, including AI councils and dedicated AI leadership roles
- Cross-functional alignment from the start, often embedding AI into broader transformation programs
60% of AI spending now occurs outside the central IT budget, driven by business units such as marketing, supply chain, and R&D- Dedicated AI budgets and agile investment models, including innovation funds and outcome-based funding milestones
- A growing focus on agentic AI, with use cases emerging in planning, reporting, and marketing automation
"At Cognizant, we empower CPG companies to become part of the elite
Where AI Is Making a Difference
Rather than focusing on the pilot trap, the report emphasizes where AI is already delivering results:
- Marketing: Generative AI tools are transforming content creation and personalization. One firm used AI to produce marketing videos in 90 languages—reducing production time by
50% and increasing global campaign reach by25% , without a proportional increase in cost. - Supply Chain: AI is improving demand forecasting accuracy and inventory optimization.
- Product Innovation: GenAI is guiding new product development with speed and precision.
- Sales & Revenue Management: AI is being used for trade promotion optimization and pricing strategy.
- Customer Service: AI is accelerating the design, development and delivery of enhanced and more engaging customer experiences.
Looking ahead, leaders are laying the groundwork for agentic AI—autonomous systems that can execute multi-step processes with minimal human oversight. Early use cases include internal reporting automation, stock-level management, and intelligent order processing.
"The organizations winning with AI aren't necessarily the biggest—they're the ones treating AI like a strategic capability, not a side hustle," said Ashish Chaturvedi, Executive Research Leader at HFS Research. "We're seeing AI-driven marketing personalization, content generation, and even new product innovation accelerate across the
About the Report
"The
About HFS Research
HFS is a leading global research and analysis firm trusted by major enterprises, technology providers, and business leaders. Our mission is to empower our clients to tackle challenges and make bold moves by arming them with visionary, independent insights on technology, business models, and market change.
About Cognizant
Cognizant (Nasdaq: CTSH) engineers modern businesses. We help our clients modernize technology, reimagine processes and transform experiences so they can stay ahead in our fast-changing world. Together, we're improving everyday life. See how at www.cognizant.com or @cognizant.
Forward-Looking Statements
This press release includes statements that may constitute forward-looking statements made pursuant to the safe harbor provisions of the Private Securities Litigation Reform Act of 1995, the accuracy of which are necessarily subject to risks, uncertainties and assumptions as to future events that may not prove to be accurate. These statements include, but are not limited to, express or implied forward-looking statements relating to the adoption of generative and/or agentic artificial intelligence, the effects of such artificial intelligence on the consumer goods industry and the competitive opportunities in the marketplace. These statements are neither promises nor guarantees but are the findings of the study discussed above and remain subject to a variety of risks and uncertainties, many of which are beyond Cognizant's control, which could cause actual results to differ materially from those contemplated in these forward-looking statements. Existing and prospective investors are cautioned not to place undue reliance on these forward-looking statements, which speak only as of the date hereof. Factors that could cause outcomes to differ materially from those expressed or implied include general economic conditions, the impact of technological development and competition, the competitive and rapidly changing nature of the markets Cognizant and its clients compete in, and the other factors discussed in Cognizant's most recent Annual Report on Form 10-K and other filings with the Securities and Exchange Commission. Cognizant undertakes no obligation to update or revise any forward-looking statements, whether as a result of new information, future events, or otherwise, except as may be required under applicable securities law.
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SOURCE HFS Research
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