As retail data grows more complex and fragmented, consumer packaged goods brands are under pressure to extract clearer insights across expanding product portfolios. Crisp AI Master Data has been introduced to address this challenge, marking a significant step for the MarTech ecosystem by applying artificial intelligence to one of the most persistent problems in retail analytics: product classification and attribution at scale.
Crisp announced the launch of Crisp AI Master Data as the first AI powered data enrichment solution purpose built for the retail industry. The new capability is part of the Crisp Retail AI Suite and is designed to help CPG brands align product data across retailers and third party sources with their own internal standards. By doing so, brands gain faster access to consistent, portfolio wide insights that can directly inform commercial and merchandising decisions.
For many CPG organizations, product data remains siloed, incomplete, or inconsistently categorized. Expanding analytics into new markets or retail partners often requires manual mapping and maintenance that is both time intensive and prone to errors. Crisp AI Master Data is designed to eliminate much of that friction by ensuring products are described and classified consistently, regardless of source. The solution connects datasets across retailers and external providers and defines relationships once, removing the need for teams to repeatedly merge files across multiple tools.
The platform combines AI driven mapping with human guidance, allowing data analysts and retail teams to validate and refine classifications with confidence. Crisp AI Master Data also identifies probabilistic matches across datasets and recommends new classifications and attributes, helping brands surface insights that would be difficult to uncover through manual processes alone.
At the foundation of the solution is the Crisp Retail Graph, which standardizes and connects datasets to create a universal identity framework for product attributes. This enables brands to roll products into new groupings based on criteria such as ingredients or flavor profiles within seconds. By analyzing data across these newly defined segments, CPG brands can identify emerging shopper preferences and uncover new merchandising opportunities with retail partners.
“Crisp AI Master Data goes beyond classic portfolio mapping and manual maintenance, making it easier than ever for CPG brands to quickly uncover strategic insights across their retail portfolio and gain a competitive edge at the shelf,” said Are Traasdahl, CEO and founder of Crisp. “CPG data analysts and retail teams find product mapping and attribution to be a key pain point. With Crisp AI Master Data, we’re transforming how CPG brands manage their entire portfolios. By applying AI and human guidance, companies can transform custom attribution and data management from a time intensive process into a strategic advantage.”
Early beta customers are already reporting significant time savings and improved analytical consistency using Crisp AI Master Data. For the broader retail and MarTech landscape, the launch highlights how AI powered master data management is becoming essential to portfolio level decision making. As retailers and brands navigate increasingly complex assortments, Crisp AI Master Data positions itself as a foundation for faster insight, stronger collaboration, and more competitive execution at the digital and physical shelf.
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