Hershey leverages AI as a supportive tool to enhance its 1,100-member sales team’s decision-making and operational efficiency across 75,000 retail outlets, combining real-time data insights with human expertise to better meet evolving consumer needs. By automating routine tasks and optimizing processes like display compliance and sales routing, Hershey aims to boost productivity and customer engagement while emphasizing the importance of problem-focused, user-centered AI adoption.
Stephanie Berman, Vice President of the US retail sales team at Hershey, emphasizes the role of AI as an augmentative tool that enhances decision-making and operational processes rather than replacing human effort. With 26 years at Hershey and a field sales team of 1,100 members covering 75,000 retail outlets, she highlights the rapidly changing retail landscape where consumers seek simplicity and convenience. Hershey leverages AI combined with consumer-driven insights and the unique strength of its direct field sales team to better understand and respond to these evolving consumer and retailer needs.
A key aspect of Hershey’s AI strategy is harmonizing data and feedback from the field to create real-time insights that inform more effective strategies and solutions. Two practical examples illustrate this approach: first, a territory sales lead developed an interactive NFC chip-enabled planogram accessible via smartphone, improving display compliance by nearly 10%. Second, two team members created a new routing solution by building custom workflows and code, optimizing sales routes for the large field team and enhancing efficiency and adoption.
Berman stresses that AI’s true value lies in its ability to empower people to be smarter, faster, and more attuned to consumer needs. The technology unlocks greater productivity and effectiveness, but it is the combination of AI with human insight and expertise that drives meaningful impact. Hershey’s approach is to use AI as a supportive capability that complements the strengths of their sales team and retail partners, rather than as a standalone solution.
Looking ahead, Hershey plans to scale and iterate its AI-driven retail execution platform to automate routine tasks, aiming to reduce non-value-added activities by 10 to 15%. This will free up the sales team to spend more time engaging with customers and making smarter decisions, ultimately accelerating portfolio growth. The company is focused on continuous improvement and leveraging AI harmonization to build scalable solutions that meet both current and future needs.
Berman offers advice for others adopting AI solutions: always start by clearly defining the problem to be solved rather than focusing on the technology itself. It is crucial to keep the end user in mind throughout the design process to ensure adoption and value realization. Successful AI implementation balances solving real consumer problems, leveraging AI as a capability, and prioritizing user experience to drive meaningful business outcomes.