Pernod Ricard is intensifying its AI, technology, and digital transformation strategy in 2026, positioning advanced analytics and online platforms as key drivers of growth, efficiency, and market resilience amid volatility in the U.S. and China.
AI is now embedded at the core of business decision-making. The company has deployed a suite of “Key Digital Programs” to optimize revenue growth management and marketing effectiveness. Its Maestria 2.0 platform uses multi-year granular data to predict consumer behavior and identify new growth opportunities, while Matrix AI dynamically reallocates media spending in real time to maximize return on marketing investment.
The D-Star AI platform equips sales teams with real-time recommendations on product mix and retail prioritization, improving execution at the point of sale. In parallel, generative AI initiatives such as “Genie” are accelerating marketing content creation, enabling faster campaign rollouts and higher engagement.
Helene Chaplain is the Global CIO at Pernod Ricard. Digital transformation is a central pillar of Pernod Ricard’s €1 billion “Fit For Future” program running from FY26 to FY29. The initiative aims to deliver significant operational efficiencies, with one-third of the targeted savings expected in FY26 through a leaner, technology-enabled organization. The Horizons AI platform is also transforming workforce management by matching employee skills with internal opportunities, effectively digitizing talent deployment across the company.
Online and digital channels are playing a critical role in offsetting market challenges. Despite overall organic net sales growth of just 0.1 percent in Q3 2026, digital capabilities are enabling more agile responses to demand fluctuations.
The Ready-to-Drink segment, heavily supported by online and convenience-driven digital activations, recorded strong growth of 26 percent. Global Travel Retail sales increased 11 percent, driven by targeted digital marketing campaigns and consumer engagement before travel. In key markets, digital sell-out data is being used to monitor inventory levels and consumer sentiment in real time, enhancing decision-making speed.
Marketing investment remains substantial, with advertising and promotion spend maintained at around 16 percent of net sales. AI tools are ensuring that this spending is more precise and performance-driven, helping sustain gross margins at approximately 58 percent despite macroeconomic pressures. India emerged as a strong growth market with 11 percent expansion, supported by premiumization strategies and digital sales initiatives.
Pernod Ricard’s strategy is built on three core pillars: AI-powered predictive growth, end-to-end digital transformation, and expansion of online and omnichannel engagement. By integrating AI across marketing, sales, and operations, the company is improving agility and maintaining profitability in a challenging global environment.
Looking ahead, Pernod Ricard aims to further scale its AI platforms and digital capabilities to unlock new growth opportunities and enhance operational efficiency. With a €1 billion transformation roadmap and strong digital-driven category growth, the company is positioning technology and AI as long-term engines of competitive advantage.
RAJANI BABURAJAN
