5 must reads for the weekend

We keep our ear to the ground for the interesting stats, insights and discussion points you need to feel in the know and shape the future with confidence. 

 1. The CFO’s newest superpower

Finance isn’t just about the numbers anymore — it’s about knowing what’s next. GenAI is helping CFOs do just that, turning financial forecasting from educated guessing into a data-driven superpower. Need a breakdown of why revenue dipped last quarter? GenAI can not only analyze financial reports but also pull in market data, customer sentiment, and economic trends to tell the full story. It’s like hiring a financial analyst who never sleeps. But even the smartest AI can’t fix messy data, and the old saying,  "garbage in, garbage out" still holds true. The companies that master AI will see opportunities before they happen. The ones that don’t? They’ll be left wondering where their competitive edge went… 

AI isn’t new, but GenAI unlocks new possibilities to enable your future finance function 

2. Your next brand ambassador?

Forget celebrity endorsements — your next brand ambassador might be your fridge. As AI moves from “smart” to downright intuitive, everyday products are evolving into personal assistants, coaches, and even companions. A running shoe that adjusts your workout? A mirror that fine-tunes your skincare routine? A suitcase that plans your itinerary based on past trips? These aren’t just products anymore; they’re experiences. Brands that embrace AI-driven personalization will create deeper, stickier relationships with consumers. But the playbook needs an update: ethical AI, fluid team structures, and AI personas that actually reflect brand values. Because in this new era, it’s not just what your brand says, but what your product does… 

How does marketing adapt when AI gives your product a personality? 

3. Portions and prices

CAGNY (Consumer Analysts Group of New York) this year felt like a business buffet — some good bites, and a few tough pills to swallow. Rising prices, geopolitical messes, and currency volatility have forced many brands to hike up costs, leaving consumers to pay 20% more for 11% less. This shift has consumers making moves: 37% are buying less, 28% are grabbing cheaper options, and 11% have stopped buying altogether, according to EY research. But instead of throwing in the towel, some CPG (consumer packaged goods) companies are capitalizing on these changes, doubling down on innovation with portion-controlled offerings and AI-driven marketing. The real winners will be those who can pivot quickly and smartly… 

Defying Gravity: Lessons from CAGNY on what it will take to ascend beyond the headwinds and perform 

4. The second coming of 5G

5G hasn’t fully lived up to its potential for businesses yet, but new research suggests a second chance is coming with 5G standalone (SA) deployments. This new wave of investment could create big opportunities for telecom companies that clearly explain the benefits of 5G, especially when combined with other technologies. But it won’t be all smooth sailing. The first round of 5G adoption struggled because telecoms didn’t effectively communicate its value, so this time has to be different. Here’s how businesses can make the most of 5G’s second wave... 

Time to demystify emerging tech to make the most of 5G's second wave 

5. Diving into data lakes

While many companies struggle to adopt data lakes and GenAI, some savvy leaders are taking the challenges head on. A data lake is a central place where organizations can keep a large amount of data in its original form without changing it. While data lakes have the potential to improve supply chains, many organizations struggle with issues like siloed data, reliance on dashboards instead of predictive insights, and a lack of trust in data accuracy. Recent EY research shows that 77% of companies use data lakes, but 17% admit they’re not using them effectively. Additionally, while 73% of supply chain executives plan to deploy GenAI, only 7% have completed the implementation. So, how do you fix it? Keep reading... 

Why data lakes are underutilized in supply chains and how to fix it 

If you do one thing: 

Take a digital detox for an hour (or longer) and enjoy being present.

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