Nestlé×OPENMIND
A coffee bean dissolving into a constellation of particles

00Inside Nestlé Intelligence

AI AccelerationSurvey Insights

What happens when people, data and AI begin to converge?

65

respondents
Approximately half of the Z-EUR media community.

01Adoption & Confidence

AI use is already widespread.

Among 65 respondents — roughly half of the Z-EUR media community — 86% use AI weekly or more, and a quarter already build their own agents.

Inside the coffee universe, a new pattern has already formed.

86%use AI weekly or more
58%use AI every day
88%rate AI potential 4–5 out of 5
58%rate confidence 4–5 out of 5
25%already build agents

Adoption is no longer the question.
Value creation is.

A chocolate wafer bar breaking into six pieces

02Fragmented Data

One picture.
Too many pieces.

CPRSPFMERedmillExcelSharePointAgency tools
42%

Limited time for strategic thinking

01
34%

Data spread across multiple systems

02
32%

Too much manual work

03
29%

Repetitive tasks

04
25%

Inconsistent processes across markets

05
25%

Difficulty turning data into actionable insights

06

Across the open responses, the same theme recurs: the same numbers are rebuilt by hand in different formats for different audiences.

“Data is available, but it is spread across multiple systems... I still spend significant time.”Zone lead
“We fill in different Excels with the same information.”Market team
“The MMP is entirely manual and duplicates information already reported elsewhere.”Market media lead
A production line carrying an increasing stream of packages

03Operational Load

The line keeps moving.

MAPMMPReportingWeekly trackingFollow upsBillingTicketing
“The MMP is entirely manual and duplicates information already reported elsewhere.”Market media lead

Create more time
for strategy.

A warm workspace connected by delicate lines of light

04Opportunity Areas

When knowledge connects,
possibility compounds.

55%
Measurement

Measurement, Optimisation & Learning

42%
Knowledge

Knowledge Management & Best-Practice Sharing

37%
Planning

Integrated Planning & Investment Decisions

35%
Consumer insight

Consumer Understanding & Insight Generation

32%
Collaboration

Workflow Orchestration & Cross-Team Collaboration

05Ideas Shared

Not products.
Possibilities.

01

Performance Analysis & Optimisation

Consolidating cross-platform campaign data, benchmarking against past results and surfacing early insights and optimisation cues.

02

Connected Knowledge & Shared Learning

Making PCAs, test-and-learn results and best practice easy to find and reuse across markets and categories.

03

Planning Quality & Standards Support

Checking plans and briefs against media principles and golden rules, so quality holds under tight timelines.

04

Reporting & Admin Automation

Reducing manual effort in MMP/MAP updates, weekly follow-ups, competitor tracking, billing and ticketing.

Four future capabilities imagined by the community.

Coffee and cream marbling into an organic intelligence network

06Future Vision

Intelligence
takes shape.

Pilot new agents

Pilot new agents in markets, with a clear value definition to prove effectiveness.

Connect the data

Address access gaps across CPRS, Redmill, PFME and platform reporting — one source teams can question in natural language.

Make learning shared

Pool PCAs and test-and-learn results so every market raises the bar from the same playbook.

AI will not become another tool.
It will become a teammate.

07Everything reconnects

Coffee Data Workspace Intelligence

From fragmented work
to connected intelligence.

Inside Nestlé Intelligence