The AI in Business Podcast Building an AI Ready Data Foundation for CPG Success - with Dag Liodden of Crisp
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Nov 3, 2025 Dag Liodden, Chief Product Officer and Co-founder at Crisp, shares valuable insights on harnessing agentic AI for CPG success. He discusses the challenges of fragmented data and how harmonized data can streamline workflows. Dag emphasizes the importance of a semantic layer for consistent definitions, enabling precise AI-driven insights. He reveals fascinating use cases for AI in category and supply chain management, predicting a future where agents autonomously take corrective actions. These advancements free teams to focus on strategy, boosting overall performance.
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Data Fragmentation Isn’t Just Technical
- CPG organizations suffer both technical data fragmentation and organizational silos that block effective use of data.
- Teams often don't share data, turning decisions into slow 'telephone' games and preventing proactive action.
Harmonize Product Identity And Hierarchies
- Harmonization means connecting SKU identifiers, UPCs, and rolling products up into consistent category hierarchies across retailers.
- Prepare data beyond cleaning: map identities and create unified hierarchies so analytics reflect real business performance.
Enrich Products With Semantic Attributes
- Use AI to extract semantic product attributes (ingredients, IP licenses, flavors) at scale across tens of thousands of SKUs.
- Enriching every product with consistent attributes enables category-level analysis and competitive benchmarking.