A dashboard shows what happened. Chat BI should help the manager understand why it is happening, where to intervene and which action has the best chance to change the result.

For beverages, retail execution is a combination of chilled availability, share of shelf, secondary placements, route frequency, promo timing and fast OOS response.

Trade assets should not be managed only as inventory. They need location, owner, condition, photo proof, compliance, sales impact and a clear action when something is wrong.

A good AI sales assistant is not a chatbot that talks a lot. It is a quiet helper that shows the right suggestion at the right moment: risk, argument, order, task or follow-up.

Automatic ordering sounds like the future. In real FMCG field execution, the stronger step is often the suggested order: AI recommends quantities with reasons, while the sales rep keeps control.

Classic SFA records what happened. An AI-native platform closes the loop between shelf, order, route, coaching and the next best action.

AI governance is not a document for lawyers. In FMCG it is a practical system for defining which AI can act, with what data, under which rules, with which owner and how the result is proven.

AI agents can reduce follow-up noise, prepare summaries, escalate issues and track deadlines. But without rules, owner and audit trail, they quickly become risk.

The AI Act does not stop AI in FMCG, but it requires transparency, governance, documentation and human control. The key is knowing which AI component carries which risk and what evidence the vendor can provide.