Use Case · FMCG NPD

CPG

Decision AI for
FMCG NPD & Innovation Excellence

AI decisions that hit the retail calendar, and keep every claim substantiated before a challenge.

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NPD Decision Lifecycle

Four areas. One shelf calendar.

Six stages from concept to shelf, grouped into four areas, each running against a fixed retail calendar, not a lab deadline.

DecisionX

Stage by Stage

Where DecisionX plugs in, at every decision.

Each decision below shows the result your team gets, the data it runs on, and the ontology layer it reasons over.

The Ontology

Six layers the four areas all read from.

Each layer is a noun, not a decision, an object with its own state and history, shared across whichever stage needs it.

Domain Ontology

The System

Why the results can be trusted.

01 Causality

Causality

Why a concept misfired, a claim was challenged, or sales declined.

Claims & compliance, post-launch: built on diagnosis, not a headline
02 Self-learning

Self-learning

Every stage-gate score and launch outcome sharpens the next ranking.

Portfolio prioritization compounds cycle over cycle
03 Unified context

Unified context

R&D, regulatory, and POS data reconciled before any ranking.

One SKU record before you forecast, rank, or adjudicate

Decision AI for CPG R&D

The planogram won't wait.
Decide before the window closes.

See DecisionX on your pipeline, your claims, your launches. First value in 15 days.

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