Four futures of AI: Consumer products

What could a consumer products industry reshaped by artificial intelligence (AI) look like in 2030? Through an insightful analysis of emerging trends, we have identified four distinct scenarios for how AI could reshape the landscape. These scenarios encompass the emergence of fully robotic manufacturing and autonomous supply chains, the prevalence of personal AI agents that facilitate passive consumption, the growing skepticism toward AI due to its failure to deliver promised value and the dominance of a few AI companies that dictate consumer choices and limit freedom, reflecting the diverse ways AI may influence industry dynamics. While these scenarios are not definitive predictions, they’re intended to serve as strategic tools for leaders, helping them navigate the evolving landscape and prepare for a variety of potential outcomes.

Discover how AI is reshaping consumer experiences

• The consumer products industry stands at a pivotal moment as AI technology evolves.
• In scenarios of potential constraint, businesses face skepticism as AI struggles to deliver the promised value. Growth scenarios, however, present the possibility of personal AI agents that enhance decision-making and redefine engagement.
• In transformative futures, AI would become essential in prioritizing experiences over products. Yet, also possible is a collapse where a few dominant companies control consumer choices — raising important questions about freedom and agency in an algorithm-driven world.

Drivers of change

AI has evolved from a technology to a world-defining achievement, similar to the internet and electricity. The productivity gains it has unleashed have redefined the modern human experience. Manufacturing is now completely robotic. Mobility is autonomous, as are supply chains. AI-powered assistants provide all basic services.

Life is a passion project now that time is not scarce. Some people double down and indulge in excessive consumption, some push the limits of human creativity and achievement, while others focus on community. Regardless, humans still seek meaning in their lives, but their primary objective is to distinguish themselves from what AI can provide as new traditions become the norm.

As AI redefines our daily experiences, smart consumption becomes a new status symbol, with consumers relying on AI for decision-making while remaining true to their values. Retailers must adapt by creating personalized experiences that resonate with both human users and AI agents, maintaining visibility on trusted platforms. Meanwhile, regulatory frameworks are emerging to protect consumer interests while promoting innovation, emphasizing the need for ethical AI practices. And with a focus on traceable data and adaptable systems, the technology landscape is evolving to support real-time personalization that respects consumer preferences.

Amid growing skepticism, consumers are cautious about AI, preferring its use in trusted areas like finance while shying away from personal applications. Retailers are pivoting toward authenticity and human connection, enhancing in-store experiences to build trust. With stricter AI regulations and ethical concerns on the rise, companies are practicing more caution and must adapt to varying policies and prioritize data security.

Just a few AI companies now dominate the global market, each controlling not just the flow of information but the very concept of human agency. These gatekeepers dictate which products, services and information are seen, recommended or even compatible with their ecosystems — forcing brands to either align with their ethical codes, data policies and monetization models or cease to exist.

Consumer freedom narrows within AI-sanctioned boundaries, where success hinges less on innovation and more on appeasing algorithmic overlords. Marketing becomes a negotiation with AI values, and consumption is no longer driven by need or desire but by what the executives from each AI offering deem optimal, profitable or permissible.