But too often, brands are experimenting without a clear plan. In our recent commentary based on research from Copacino Fujikado Advertising partner Spiegel Research Center (SRC) at Northwestern University, I outline a smarter, more disciplined way forward using the ITMS framework (Introduce, Test, Measure, Scale), developed by SRC. Rather than treating Gen AI as a shiny object, the framework encourages brands to set guardrails, focus on low-risk, high-impact applications, and align marketing, legal, and R&D teams from the start. The goal isn’t speed for speed’s sake, it’s using AI to support better product launches without compromising trust, brand voice, or compliance.
The real power of ITMS comes from its emphasis on learning and accountability. By running focused pilots, tying AI efforts to clear business metrics, and scaling only what works, CPG brands can use Gen AI to improve everything from content production to regionalized messaging and consumer engagement. The takeaway is clear: Gen AI works best as an accelerator of human creativity, not a replacement for it. When brands combine structured experimentation with strong creative leadership, AI becomes less about automation and more about unlocking smarter, more effective ways to bring products to market.
Andrew Gall co-leads Copacino Fujikado Advertising's creative department with a focus on emotional resonance and business results. From Mariners to Huggies, his work blends clarity, wit, and heart. A published author and host of the Copacino Fujikado podcast “How I F*cked Up,” Andrew is a creative mentor who builds trust to unlock brave ideas
