{"id":1109290,"date":"2025-12-09T12:00:14","date_gmt":"2025-12-09T12:00:14","guid":{"rendered":"https:\/\/www.artefact.com\/?post_type=blog&#038;p=1109290"},"modified":"2026-03-11T13:33:52","modified_gmt":"2026-03-11T13:33:52","slug":"how-ai-and-data-are-redefining-the-consumer-packaged-goods-cpg-industry","status":"publish","type":"blog","link":"https:\/\/www.artefact.com\/zh\/blog\/how-ai-and-data-are-redefining-the-consumer-packaged-goods-cpg-industry\/","title":{"rendered":"AI \u548c data \u5982\u4f55\u91cd\u65b0\u5b9a\u4e49\u6d88\u8d39\u5305\u88c5\u54c1 (CPG) \u884c\u4e1a"},"content":{"rendered":"<p style=\"text-align: center;\"><iframe title=\"YouTube \u89c6\u9891\u64ad\u653e\u5668\" src=\"https:\/\/www.youtube.com\/embed\/Cd-WnZNRtSg?si=0K6CUJFtQx3tNSMQ\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<div class=\"fusion-button-wrapper fusion-aligncenter\"><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-1 fusion-button-default-span fusion-button-default-type\" target=\"_self\" href=\"https:\/\/thebridge.artefact.com\/\" rel=\"noopener\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">\u8bbf\u95ee thebridge.artefact.com<\/span><\/a><\/div>\n<p style=\"text-align: left;\">\u5f53\u4eca\u5f71\u54cd CPG \u884c\u4e1a\u7684\u4e3b\u8981\u8d8b\u52bf\u662f\u4ec0\u4e48\uff1f\u5728\u4e0e The Bridge \u7684\u5bf9\u8bdd\u4e2d\uff0cArtefact \u7684 <a href=\"https:\/\/www.linkedin.com\/in\/arvandmodarresi\/\" target=\"_blank\" rel=\"noopener\">Arvand Modarresi<\/a>, Managing Partner\u548c\u6d88\u8d39\u54c1\u724c\u5168\u7403\u8d1f\u8d23\u4eba\uff0c\u4ee5\u53ca <a href=\"https:\/\/www.linkedin.com\/in\/alexispoujade\/\" target=\"_blank\" rel=\"noopener\">\u4e9a\u5386\u514b\u897f\u65af-\u666e\u4e9a\u5fb7<\/a>, \u6d88\u8d39\u54c1\u724c\u90e8\u5408\u4f19\u4eba\u517c\u8d1f\u8d23\u4eba\uff0c\u8ba8\u8bba\u4e86\u79d1\u7ef4\u5fb7\u4e8b\u4ef6\u540e\u7684\u56db\u4e2a\u5173\u952e\u8bae\u9898\uff1a<\/p>\n<ul>\n<li style=\"text-align: left;\">\u76c8\u5229\u538b\u529b\u4e0e\u65e5\u4ff1\u589e\uff0c\u9700\u8981\u8bc1\u660e\u6295\u8d44\u56de\u62a5\u7387<\/li>\n<li style=\"text-align: left;\">\u901a\u8fc7 data \u7ba1\u7406\u4e1a\u52a1\u6ce2\u52a8<\/li>\n<li style=\"text-align: left;\">\u4eba\u5de5\u667a\u80fd\u9a71\u52a8\u7684\u5546\u4e1a\u73af\u5883\u4e2d\u7684\u8131\u5a92\u98ce\u9669<\/li>\n<li style=\"text-align: left;\">\u5229\u7528\u751f\u6210\u5f0f\u4eba\u5de5\u667a\u80fd\u548c\u4ee3\u7406\u91cd\u5851\u4e1a\u52a1\u6d41\u7a0b<\/li>\n<\/ul>\n<p style=\"text-align: left;\">\u81ea\u52a0\u5165 Artefact \u4ee5\u6765\uff0cArvand Modarresi \u4e00\u76f4\u9886\u5bfc\u7740\u5168\u7403 CPG data \u548c\u4eba\u5de5\u667a\u80fd\u8f6c\u578b\u9879\u76ee\uff0c\u652f\u6301\u9886\u5148\u54c1\u724c\u91cd\u5851\u8425\u9500\u3001\u5546\u4e1a\u548c\u8fd0\u8425\u6218\u7565\uff0c\u4ee5\u63d0\u9ad8\u76c8\u5229\u80fd\u529b\u548c\u7075\u6d3b\u6027\u3002Arvand \u62e5\u6709\u7ba1\u7406\u5b66\u548c\u7ecf\u6d4e\u5b66\u7855\u58eb\u5b66\u4f4d\uff0c\u5728\u6d88\u8d39\u54c1\u724c\u6218\u7565\u65b9\u9762\u62e5\u6709\u4e30\u5bcc\u7684\u4e13\u4e1a\u77e5\u8bc6\u3002.<\/p>\n<p style=\"text-align: left;\">Alexis Poujade \u5728\u6218\u7565\u3001\u8425\u9500\u3001data\u3001\u6570\u5b57\u548c\u4eba\u5de5\u667a\u80fd\u65b9\u9762\u62e5\u6709 20 \u5e74\u7684\u4e30\u5bcc\u7ecf\u9a8c\uff0c\u66fe\u4e3a\u77e5\u540d\u54c1\u724c\u670d\u52a1\uff0c\u5e76\u5728\u6b27\u6d32\u3001\u5317\u7f8e\u3001\u4e9a\u6d32\u548c\u975e\u6d32\u7ba1\u7406\u76f4\u63a5\u548c\u6a2a\u5411\u56e2\u961f\u3002\u4ed6\u62e5\u6709ESSEC\u5546\u5b66\u9662\u5de5\u5546\u7ba1\u7406\u7855\u58eb\u5b66\u4f4d\uff0c\u64c5\u957f\u4f18\u5316\u8425\u9500\u548c\u9500\u552e\u7684\u6295\u8d44\u56de\u62a5\u7387\u3002.<\/p>\n<h2 style=\"text-align: left;\">\u4ece\u76c8\u5229\u538b\u529b\u5230\u667a\u80fd\u51b3\u7b56<\/h2>\n<p style=\"text-align: left;\">\u81ea\u5927\u6d41\u884c\u75c5\u4ee5\u6765\uff0c\u6d88\u8d39\u7c7b\u7535\u5b50\u4ea7\u54c1\u884c\u4e1a\u6700\u91cd\u8981\u7684\u53d8\u5316\u4e4b\u4e00\u5c31\u662f \u201c\u8f7b\u677e\u589e\u957f\u671f \u201d\u7684\u7ed3\u675f\u3002\u51e0\u5e74\u6765\uff0c\u8bb8\u591a\u54c1\u724c\u80fd\u591f\u901a\u8fc7\u63d0\u4ef7\u548c\u5f3a\u52b2\u7684\u9700\u6c42\u6765\u6d88\u5316\u6210\u672c\u4e0a\u6da8\u3002\u73b0\u5728\uff0c\u8fd9\u79cd\u6001\u52bf\u5df2\u7ecf\u6539\u53d8\u3002. <em>\u201c\u5982\u4eca\uff0c\u4e0e data \u548c\u4eba\u5de5\u667a\u80fd\u76f8\u5173\u7684\u4e00\u5207\u90fd\u5fc5\u987b\u8bc1\u660e\u6295\u8d44\u56de\u62a5\u7387\u201d\u3002\u201d<\/em> \u963f\u4e07\u5fb7\u89e3\u91ca\u8bf4\u3002. <em>\u201c\u76c8\u5229\u538b\u529b\u5f88\u5927\u3002.<\/em>\u201d<\/p>\n<p style=\"text-align: left;\">\u56e0\u6b64\uff0c\u4f01\u4e1a\u8d8a\u6765\u8d8a\u4f9d\u8d56\u9ad8\u7ea7\u5206\u6790\u6765\u652f\u6301\u5546\u4e1a\u548c\u8425\u9500\u51b3\u7b56\u3002\u8425\u9500\u7ec4\u5408\u5efa\u6a21\uff08MMM\uff09\u7b49\u66fe\u7ecf\u9700\u8981\u5927\u91cf\u6280\u672f\u6295\u8d44\u7684\u5de5\u5177\uff0c\u5982\u4eca\u5df2\u5728\u4f01\u4e1a\u4e2d\u5e7f\u6cdb\u5e94\u7528\u3002.<\/p>\n<p style=\"text-align: left;\">Alexis \u6307\u51fa\uff0c\u5404\u7ec4\u7ec7\u5728\u5982\u4f55\u8fdb\u884c\u7ee9\u6548\u8861\u91cf\u65b9\u9762\u4e5f\u8fbe\u5230\u4e86\u66f4\u9ad8\u7684\u6210\u719f\u5ea6\u3002. <em>\u201c\u6295\u8d44\u56de\u62a5\u7387\u73b0\u5728\u901a\u5e38\u7531\u9996\u5e2d\u8d22\u52a1\u5b98\u63a8\u52a8\u201d\u3002\u201d<\/em> \u4ed6\u8bf4\u3002. <em>\u201c\u8425\u9500\u3001\u9500\u552e\u548c\u5176\u4ed6\u56e2\u961f\u73b0\u5728\u5fc5\u987b\u4ee5\u975e\u5e38\u5f3a\u5927\u7684\u5206\u6790\u80fd\u529b\u6765\u5e94\u5bf9\u201d\u3002\u201d<\/em><\/p>\n<p style=\"text-align: left;\"><strong>\u6536\u5165\u589e\u957f\u7ba1\u7406\uff08RGM\uff09\u5c31\u662f\u8fd9\u79cd\u8f6c\u53d8\u7684\u4e00\u4e2a\u660e\u663e\u4f8b\u5b50<\/strong>. .\u73b0\u5728\uff0c\u516c\u53f8\u4e0d\u518d\u91c7\u7528\u7edf\u4e00\u63d0\u4ef7\u7684\u65b9\u5f0f\uff0c\u800c\u662f\u4f7f\u7528\u590d\u6742\u7684\u7b97\u6cd5\u6765\u8ba1\u7b97\u4ef7\u683c\u3002 <strong>\u4f18\u5316\u4e0d\u540c\u4ea7\u54c1\u3001\u7c7b\u522b\u548c\u5206\u9500\u6e20\u9053\u7684\u4ef7\u683c<\/strong>. .\u901a\u8fc7\u8fd9\u4e9b\u5de5\u5177\uff0c\u54c1\u724c\u53ef\u4ee5\u6a21\u62df\u60c5\u666f\uff0c\u5b8c\u5584\u4fc3\u9500\u7b56\u7565\uff0c\u5e76\u5229\u7528\u7cbe\u786e data \u800c\u975e\u76f4\u89c9\u4e0e\u96f6\u552e\u5546\u8fdb\u884c\u8c08\u5224\u3002.<\/p>\n<h2>\u5229\u7528 data \u5728\u52a8\u8361\u7684\u5e02\u573a\u4e2d\u6e38\u5203\u6709\u4f59<\/h2>\n<p>\u9664\u4e86\u76c8\u5229\u80fd\u529b\uff0c\u6ce2\u52a8\u6027\u4e5f\u6210\u4e3a\u5168\u7403\u6d88\u8d39\u54c1\u724c\u9762\u4e34\u7684\u4e00\u4e2a\u51b3\u5b9a\u6027\u6311\u6218\u3002\u4e0d\u540c\u5730\u533a\u7684\u7ecf\u6d4e\u72b6\u51b5\u5927\u76f8\u5f84\u5ead\uff0c\u4e2d\u56fd\u3001\u7f8e\u56fd\u548c\u6b27\u6d32\u7b49\u5e02\u573a\u7684\u53d1\u5c55\u8f68\u8ff9\u4e5f\u5927\u76f8\u5f84\u5ead\u3002\u5982\u4f55\u9002\u5e94\uff1f, <strong>\u4f01\u4e1a\u9700\u8981\u5b9e\u65f6\u4e86\u89e3\u5e02\u573a\u52a8\u6001\u548c\u6d88\u8d39\u8005\u884c\u4e3a<\/strong>.<\/p>\n<p><em>\u201c\u4f01\u4e1a\u5e0c\u671b\u771f\u6b63\u4e86\u89e3\u5e02\u573a\u7684\u5b9e\u65f6\u52a8\u6001\u201d\u3002\u201d<\/em> \u963f\u4e07\u5fb7\u8bf4\u3002. <em>\u201c\u4ed6\u4eec\u5e0c\u671b\u638c\u63e1\u6d88\u8d39\u8005\u7684\u8109\u640f\u201d\u3002\u201d<\/em><\/p>\n<p>\u4f20\u7edf\u4e0a\uff0c\u54c1\u724c\u5728\u5f88\u5927\u7a0b\u5ea6\u4e0a\u4f9d\u8d56\u4e8e\u5c3c\u5c14\u68ee\u6216 Kantar \u7b49\u9762\u677f\u4f9b\u5e94\u5546\u63d0\u4f9b\u7684\u8054\u5408 data\u3002\u867d\u7136\u8fd9\u4e9b\u4fe1\u606f\u6765\u6e90\u4ecd\u7136\u5f88\u6709\u4ef7\u503c\uff0c\u4f46\u8bb8\u591a\u516c\u53f8\u73b0\u5728\u5f00\u59cb\u4f7f\u7528\u76f4\u63a5\u4ece\u96f6\u552e\u5546\u5904\u83b7\u5f97\u7684\u66f4\u7cbe\u7ec6\u7684 data \u4f5c\u4e3a\u8865\u5145\u3002\u901a\u8fc7\u83b7\u53d6\u8fd9\u4e9b\u4fe1\u606f\uff0c\u54c1\u724c\u53ef\u4ee5 <strong>\u5206\u6790\u4ea7\u54c1\u6027\u80fd<\/strong> \u66f4\u8be6\u7ec6\u3001, <strong>\u76d1\u63a7\u5ba2\u6237\u8fc1\u79fb\u6a21\u5f0f<\/strong>, \u66f4\u597d <strong>\u4e86\u89e3\u8d2d\u4e70\u884c\u4e3a<\/strong>.<\/p>\n<p>\u8fd9\u79cd\u6f14\u53d8\u4e5f\u52a0\u5f3a\u4e86\u54c1\u724c\u5546\u548c\u96f6\u552e\u5546\u4e4b\u95f4\u7684\u5408\u4f5c\u3002\u901a\u8fc7\u5171\u4eab data \u548c\u5206\u6790\u6280\u672f\uff0c\u53ef\u4ee5\u5236\u5b9a\u66f4\u4e30\u5bcc\u7684\u8054\u5408\u4e1a\u52a1\u8ba1\u5212\uff0c\u6839\u636e\u51c6\u786e\u7684\u6d1e\u5bdf\u529b\u800c\u975e\u5047\u8bbe\u505a\u51fa\u4fc3\u9500\u3001\u54c1\u79cd\u548c\u5b9a\u4ef7\u7b56\u7565\u7b49\u5546\u4e1a\u51b3\u7b56\u3002.<\/p>\n<h2>\u8131\u5a92\uff1a\u5a01\u80c1\u8fd8\u662f\u673a\u9047\uff1f<\/h2>\n<p>\u54c1\u724c\u3001\u96f6\u552e\u5546\u548c\u6d88\u8d39\u8005\u4e4b\u95f4\u7684\u5173\u7cfb\u4e00\u76f4\u90fd\u5f88\u590d\u6742\u3002\u96f6\u552e\u5546\u5728\u63a7\u5236\u4e0e\u6d88\u8d39\u8005\u7684\u63a5\u89e6\u65b9\u9762\u5386\u6765\u626e\u6f14\u7740\u4e3b\u5bfc\u89d2\u8272\uff0c\u51b3\u5b9a\u7740\u4ea7\u54c1\u7684\u53d1\u73b0\u548c\u8d2d\u4e70\u65b9\u5f0f\u3002\u4f46\u5982\u4eca\uff0c\u4e00\u4e2a\u65b0\u7684\u4e2d\u95f4\u5546\u6b63\u5728\u8fdb\u5165\u8fd9\u4e2a\u751f\u6001\u7cfb\u7edf\uff1a <strong>\u5bf9\u8bdd\u5f0f\u4eba\u5de5\u667a\u80fd<\/strong>.<\/p>\n<p><em>\u201c\u6709\u4e86LLM\u548c\u5bf9\u8bdd\u5de5\u5177\uff0c\u54c1\u724c\u5c31\u6709\u53ef\u80fd\u5931\u53bb\u76f4\u63a5\u63a5\u89e6\u6d88\u8d39\u8005\u7684\u673a\u4f1a\u201d\u3002\u201d<\/em> Arvand \u8b66\u544a\u8bf4\u3002.<\/p>\n<p>\u4eba\u5de5\u667a\u80fd\u52a9\u624b\u548c\u5bf9\u8bdd\u5f0f\u641c\u7d22\u5f15\u64ce\u6b63\u8d8a\u6765\u8d8a\u591a\u5730\u5f15\u5bfc\u6d88\u8d39\u8005\u53d1\u73b0\u4ea7\u54c1\u3002\u7528\u6237\u53ef\u80fd\u4e0d\u518d\u6d4f\u89c8\u96f6\u552e\u5546\u7f51\u7ad9\u6216\u54c1\u724c\u9875\u9762\uff0c\u800c\u662f\u4f9d\u9760\u4eba\u5de5\u667a\u80fd\u5de5\u5177\u6765\u63a8\u8350\u4ea7\u54c1\u3001\u6bd4\u8f83\u9009\u9879\u6216\u56de\u7b54\u590d\u6742\u95ee\u9898\u3002.<\/p>\n<p>\u7136\u800c\uff0c\u8fd9\u79cd\u8f6c\u53d8\u4e5f\u53ef\u80fd\u9020\u6210 <strong>\u54c1\u724c\u7684\u65b0\u673a\u9047<\/strong>. .\u7531\u4e8e\u5bf9\u8bdd\u5f0f\u8be2\u95ee\u901a\u5e38\u53d1\u751f\u5728\u51b3\u7b56\u8fc7\u7a0b\u7684\u65e9\u671f\uff0c\u56e0\u6b64\u5b83\u4eec\u5f00\u8f9f\u4e86\u65b0\u7684\u7a7a\u95f4\uff0c\u4f7f\u54c1\u724c\u53ef\u4ee5\u5728\u6700\u7ec8\u8d2d\u4e70\u9636\u6bb5\u4e4b\u524d\u5f71\u54cd\u6d88\u8d39\u8005\u7684\u9009\u62e9\u3002. <em>\u201c\u5728\u57fa\u4e8e\u63d0\u793a\u7684\u641c\u7d22\u4e2d\uff0c\u7ade\u4e89\u73af\u5883\u91cd\u65b0\u6d17\u724c\u201d\u3002\u201d<\/em> \u4e9a\u5386\u514b\u897f\u65af\u89e3\u91ca\u9053\u3002. <em>\u201c\u5f88\u591a\u95ee\u9898\u90fd\u662f\u5728\u6f0f\u6597\u7684\u65e9\u671f\u4ea7\u751f\u7684\uff0c\u8fd9\u5b9e\u9645\u4e0a\u4f1a\u8ba9\u54c1\u724c\u53d7\u76ca\u201d\u3002\u201d<\/em><\/p>\n<p>\u5728\u8fd9\u79cd\u60c5\u51b5\u4e0b, <strong>\u54c1\u724c\u4e0e\u96f6\u552e\u5546\u4e4b\u95f4\u7684\u5408\u4f5c\u53d8\u5f97\u66f4\u52a0\u91cd\u8981<\/strong>. .\u901a\u8fc7\u7ed3\u5408\u6d1e\u5bdf\u529b\u548c\u8c03\u6574\u6218\u7565\uff0c\u53cc\u65b9\u90fd\u80fd\u521b\u9020\u51fa\u66f4\u52a0\u4e0e\u4f17\u4e0d\u540c\u7684\u5ba2\u6237\u4f53\u9a8c\uff0c\u5e76\u5728\u4ee5\u4eba\u5de5\u667a\u80fd\u4e3a\u5a92\u4ecb\u7684\u5546\u52a1\u73af\u5883\u4e2d\u4fdd\u6301\u76f8\u5173\u6027\u3002.<\/p>\n<h2>\u751f\u6210\u5f0f\u4eba\u5de5\u667a\u80fd\u6b63\u5728\u6539\u53d8\u6d88\u8d39\u7c7b\u7535\u5b50\u4ea7\u54c1\u7684\u8425\u9500\u548c\u8fd0\u8425<\/h2>\n<p><strong>\u751f\u6210\u5f0f\u4eba\u5de5\u667a\u80fd\u4e3a\u6d88\u8d39\u8005\u53c2\u4e0e\u63d0\u4f9b\u4e86\u65b0\u5f62\u5f0f<\/strong>. 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<em>\u201c\u6211\u4eec\u5e7b\u60f3\u7684\u662f\u62e5\u6709\u5341\u5230\u5341\u4e94\u540d\u5458\u5de5\u7684\u8d85\u4e13\u6ce8\u54c1\u724c\uff0c\u901a\u8fc7\u4eba\u5de5\u667a\u80fd\u4ee3\u7406\u5b9e\u73b0\u5b8c\u5168\u81ea\u52a8\u5316\uff0c\u4e0e\u5de8\u5934\u7ade\u4e89\u201d\u3002\u201d<\/em> 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