ITC is doubling down on artificial intelligence and first-party consumer engagement, with the company revealing that its AI-led marketing stack has already driven nearly 30 million owned user journeys across its FMCG portfolio.
According to the company’s latest annual report, ITC is increasingly using agentic AI, large language models and proprietary digital platforms to create direct consumer relationships and build deeper consumer understanding. The company said these capabilities are helping it decode consumer intent, preferences and category affinities while enabling more personalised engagement.
At the centre of this strategy are a number of owned consumer platforms, including LetsBoing, Family Like Friends and FoodiesOnly, which are designed to foster direct interactions with consumers and create an ecosystem of first-party data and insights.
The company has also built an in-house AI-powered content engine, Studio Alchemy, which has generated and optimised nearly 40,000 content assets across various stages of the marketing funnel. The initiative highlights the growing role of generative AI in helping large consumer companies create, test and scale content more efficiently.
For marketers, the development underscores a broader shift underway in the FMCG sector. Traditionally reliant on mass media and distribution-led growth, consumer goods companies are increasingly investing in owned digital ecosystems and data capabilities to establish direct consumer relationships.
ITC’s latest disclosures suggest that AI is no longer being viewed merely as an efficiency tool but as a core marketing capability spanning consumer engagement, content creation and personalisation. The company’s 30 million owned user journeys also indicate the scale at which legacy FMCG companies are beginning to build direct consumer touchpoints beyond conventional retail channels.
The move comes as marketers across categories seek greater control over consumer data and engagement in an increasingly digital and privacy-conscious environment, making first-party consumer ecosystems and AI-driven marketing infrastructure strategic priorities for long-term growth.
