AI adoption in consumer industry still not driving revenue growth, Deloitte study finds

Deloitte’s latest research on artificial intelligence in the consumer sector reveals that, despite access to AI tools doubling in a year, only a small percentage of companies are successfully converting this technology into revenue growth. The survey, which included 963 business and technology executives, found that 18% of companies already report revenue increases attributed to AI, while 75% expect to achieve this in the future.

The study, titled State of AI in the Consumer Industry: The untapped edge, is part of a global survey conducted between August and September 2025 with 3,235 leaders from 24 countries. The sector-specific report was published in March 2026 and released by Deloitte in Brazil in September of that year. In addition to revenue growth, other metrics such as productivity, efficiency, and cost reduction were evaluated.

Access to AI doesn’t mean changes in the workplace

Among the companies surveyed, the percentage of employees permitted to use AI rose from less than 30% to around 60% in one year. However, only 25% of those with access use the technology in more than 60% of their daily tasks.

Team restructuring has also been slow, with 82% of companies yet to redesign roles or the nature of work around AI. The lack of technical skills among professionals was identified as the main barrier to wider integration.

To overcome this challenge, 54% of organizations are focusing on training, while 49% are implementing skills update programs or preparing employees for new roles.

The research also identified varying levels of transformation. While 35% of companies have begun to fundamentally redesign products, processes, or business models, 28% have redesigned key processes without changing the business model. Another 37% use AI with little or no change to existing processes.

“The consumer industry is moving away from treating AI as an experiment and starting to place it at the heart of operations, but this transition requires more than just having the tools available,” said Paulo de Tarso, partner and leader for the consumer industry at Deloitte, in a statement.

Implementing AI in operations requires integration with existing systems, security reviews, and continuous monitoring. Pricing, promotion, and demand forecasting applications must function across different channels and markets, and data preparation is critical for this transition.

AI agents advance, but controls lag behind

The next stage of adoption involves AI agents—systems capable of performing multi-step tasks with varying degrees of autonomy. They can influence pricing, promotions, inventory, and customer communication, activities where a failure can impact the entire operation.

At the time of the survey, 24% of companies reported at least moderate use of these systems. Respondents expected this figure to reach 73% within two years. It’s important to note that this represents an intention to adopt, not an already achieved result.

Preparation to oversee these agents remains limited, with only 20% of companies claiming to have a mature governance model. Privacy and data security were concerns for 75% of leaders, surpassing issues like response quality and supervision capacity.

In the consumer sector, the lack of adequate controls can have serious consequences. Failures in agents involved in pricing, inventory distribution, or customer service can affect margins, reputation, and regulatory compliance, according to Deloitte.

AI is also moving beyond the screen

Another highlighted aspect is physical AI—systems that perceive the environment, make decisions, and activate robots, machines, or equipment. In the survey, 65% of consumer companies reported some level of use, with expectations to reach 87% in two years.

These applications are concentrated in distribution centers and order preparation facilities rather than in stores open to the public. High costs, long development cycles, and safety requirements limit further expansion, according to Deloitte.

“The consumer industry has historically dealt with high volumes, tight margins, and a complex logistics chain, which helps explain why physical automation is advancing so much in distribution centers and fulfillment operations,” said Paulo de Tarso.

“The next step is to bring some of this discipline to stores and direct customer contact, where human behavior still imposes limits on automation,” he added.

Frequently Asked Questions

What did Deloitte’s research show about revenue and AI?

Among the consumer companies surveyed, 18% reported revenue growth attributed to AI, while 75% expected to achieve this benefit in the future. These are assessments from the executives interviewed, not audited results.

Does this mean the other companies didn’t experience benefits?

No. Revenue growth is a different measure from productivity, efficiency, or cost reduction. The percentage doesn’t allow us to conclude that the other companies lost money with AI.

What are AI agents and physical AI?

Agents perform tasks in multiple steps with defined degrees of autonomy. Physical AI operates in the real environment through robots, machines, and equipment, in applications such as logistics and automation.

Who responded to the survey and when?

The consumer industry segment included 963 business and technology executives involved in AI initiatives. The global survey was conducted between August and September 2025.