Report
Is Your Operating Model Ready for AI-Powered Commerce?
An executive perspective from NIQ North America President Liz Buchanan on why Joint Business Planning no longer reflects how value is created, and the operating model emerging in its place.
Executive report | PDF | 10-minute read
Joint Value Creation: The New Commerce Operating System
AI agents are becoming a third decision-maker in every purchase. Brand loyalty has already fallen 20% in two years, yet brands that earn it grow 5x faster. As AI moves from supporting purchase decisions to influencing them, the organizations that win won’t simply adopt AI faster. They’ll rethink how they create value.
For decades, commercial partnerships have evolved alongside changing consumer behaviors, retailer dynamics, and technology. But the operating model behind them has remained largely the same. As the decision-making process changes, organizations need a new way to create value together. What worked in the past won’t be enough for what’s next.
In this executive point of view, Liz Buchanan introduces Joint Value Creation, a framework built on shared capability investment, shared outcomes, and shared accountability to help manufacturers and retailers compete in an AI-powered commerce ecosystem.
In this paper, you’ll explore:
- Why Joint Business Planning is breaking down and what’s replacing it
- How agentic AI is reshaping discovery, recommendation, and purchase
- The six types of intelligence organizations need to become AI-ready
- Five strategic moves leaders should make today to prepare for the next era of commerce
From Liz Buchanan
Throughout the last two decades, I’ve been in the room as digitization rewired how manufacturers and retailers create value together, and the winners were always the ones willing to rebuild the relationship, not just adopt new tools.
AI is the next shift, and a bigger one: it’s starting to not only make commercial decisions, but support them. We don’t have every answer yet, but the organizations that move now will shape the rules everyone else inherits. Joint Value Creation is our perspective on how manufacturers and retailers build that shared foundation together.
This report won’t give you the whole picture. No single perspective can. But it’s a real place to start.
Liz Buchanan
President, NIQ North America
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