{"id":2134,"date":"2020-05-14T10:20:22","date_gmt":"2020-05-14T01:20:22","guid":{"rendered":"https:\/\/bcgblog.kr\/?p=2134"},"modified":"2020-06-09T16:37:13","modified_gmt":"2020-06-09T07:37:13","slug":"cracking-the-ai-code-in-cpg","status":"publish","type":"post","link":"https:\/\/bcgblog.kr\/cracking-the-ai-code-in-cpg\/","title":{"rendered":"CPG\uc758 AI \uc801\uc6a9 \ubc29\uc548\uc744 \ucc3e\uc544\uc11c"},"content":{"rendered":"

\ud3ec\uc7a5\uc18c\ube44\uc7ac(consumer packaged goods, CPG) \uc0b0\uc5c5\uc5d0\uc11c\uc758 \ucca8\ub2e8 \ubd84\uc11d(advanced analytics, AA)\uacfc \uc778\uacf5\uc9c0\ub2a5(artificial intelligence, AI)\uc758 \uc0c1\ub2f9\ud55c \uc7a0\uc7ac\ub825\uc740 \uac08\uc218\ub85d \uba85\ud655\ud574\uc9c0\uace0 \uc788\ub2e4. \uc9c0\ub09c 7\ub144\uac04, \uc77c\ubd80 \uc8fc\uc694 CPG \uae30\uc5c5\ub4e4\uc740 \uc804\ub7b5\uc801\uc73c\ub85c AA\uc640 AI\ub97c \ud65c\uc6a9\ud558\uc5ec \ub9e4\ucd9c \uc99d\uac00, \uc0dd\uc0b0\uc131 \ud5a5\uc0c1, \ub9c8\ucf00\ud305 \uc9c0\ucd9c\uc758 \ud6a8\uacfc \ud5a5\uc0c1\uc774\ub77c\ub294 \uc778\uc0c1\uc801\uc778 \uc131\uacfc\ub97c \uac70\ub450\uc5c8\ub2e4. \uc774\ub4e4\uc758 \uc8fc\uc694 \uc131\uacf5 \uc694\uc778\uc740 \uc138\uacc4\uc77c\ub958\uc758 \uae30\uc220\uc744 \uc870\uc9c1\uc758 \uc0ac\ub78c\uad00\ub828 \uc694\uc18c\ub4e4\uacfc \ub9e4\ub044\ub7fd\uac8c \ud1b5\ud569\ud558\uc5ec \uc2e4\uc9c8\uc801\uc778 \uc0ac\uc5c5 \uc2e4\uc801\uc744 \ub300\uaddc\ubaa8\ub85c \uc2e4\ud604\ud558\ub294 \ub2a5\ub825\uc774\ub2e4. \ucf54\ub85c\ub098 19 \ud32c\ub370\ubbf9 \uc774\ud6c4 \uae30\uc5c5\ub4e4\uc774 \uc18c\ube44\uc790 \uc218\uc694 \ubc0f \ud589\ub3d9\uc758 \ubcc0\ud654\ub97c \uc608\uc0c1\ud558\uace0, \ubcc0\ud654\uc5d0 \uc801\uc751\ud558\uba70, \ubcc0\ud654\ub97c \ub9cc\ub4e4\uc5b4\ub098\uac10\uc5d0 \ub530\ub77c, \uadf8\ub7ec\ud55c \ub2a5\ub825\uc740 \ud5a5\ud6c4 \uba87 \ub2ec \uac04 \ub9e4\uc6b0 \uc911\uc694\ud574\uc9c8 \uac83\uc774\ub2e4.<\/p>\n

\uadf8\ub7ec\ub098, \ub9ce\uc740 CPG \uae30\uc5c5\ub4e4\uc740 \ud6a8\uacfc\uc801\uc73c\ub85c AA\uc640 AI\ub97c \ud65c\uc6a9\ud558\ub294 \ub370 \uc5b4\ub824\uc6c0\uc744 \uacaa\uace0 \uc788\ub2e4. \uc774\ub4e4\uc774 \uc77c\ub958\uc758 \ub9c8\ucf00\ud305, \uad11\uace0, \uc0c1\ud488 \ud601\uc2e0 \uc5ed\ub7c9\uc744 \uac16\ucd98 \ube0c\ub79c\ub529\uc758 \uc804\ubb38\uac00\ub4e4\uc774\uae30\ub294 \ud558\ub098 \uc77c\ubc18\uc801\uc73c\ub85c \ub300\uaddc\ubaa8\uc758 \ubd84\uc11d \ub610\ub294 \uae30\uc220 \ud601\uc2e0 \ud504\ub85c\uadf8\ub7a8\uc744 \uc2e4\ud589\ud558\ub294 \ub370 \uc788\uc5b4\uc11c\ub294 \uc0c1\ub300\uc801\uc73c\ub85c \ub35c \ubc1c\ub2ec\ub418\uc5b4 \uc788\ub2e4. \uc774\ub294 \ubd80\ubd84\uc801\uc73c\ub85c\ub294 \ubd84\uc0b0\ud654\ub418\uace0 \ub9e4\ud2b8\ub9ad\uc2a4\ud654\ub418\uc5b4 \uc788\ub294 \ub9ce\uc740 CPG \uc870\uc9c1\uc758 \ud2b9\uc131\uc5d0\uc11c \uae30\uc778\ud55c\ub2e4. \uc774\ub7ec\ud55c \uad6c\uc870\ub294 \ub9c8\ucf00\ud305 \ubc0f \uc0c1\ud488\uac1c\ubc1c \uce21\uba74\uc5d0\uc11c \uc6b0\uc218\ud55c \uc131\uacfc\ub97c \ucc3d\ucd9c\ud558\uc9c0\ub9cc \uae30\uc5c5\uc774 \ub370\uc774\ud130 \ubc0f \ubd84\uc11d \ud50c\ub7ab\ud3fc\uc5d0 \ud22c\uc790\ud558\uac70\ub098 \ud655\ub300\uc801\uc6a9\uc5d0 \ud544\uc694\ud55c \uc560\uc790\uc77c \uc5c5\ubb34\ubc29\uc2dd\uc744 \uad6c\ucd95\ud558\ub294 \ub2a5\ub825\uc5d0\ub294 \ubc29\ud574\uac00 \ub420 \uc218 \uc788\ub2e4. \uc774\uc640 \ub3d9\uc2dc\uc5d0, \ub9ce\uc740 CPG \uae30\uc5c5\ub4e4\uc740 \uac00\uc7a5 \uc138\ubd80\uc801\uc778 \ub808\ubca8\uc758 \uc601\uc5c5 \ub370\uc774\ud130(\uc18c\ub9e4 \uc140\uc778(sell-in) \ubc0f \uc140\uc544\uc6c3(sell-out) \ub370\uc774\ud130 \ub4f1)\uc5d0 \ub300\ud55c \uc77c\uad00\ub41c \uc811\uadfc\uc131\uc774\ub098 \ucd5c\uc885 \uc18c\ube44\uc790\uc5d0 \ub300\ud55c \ud37c\uc2a4\ud2b8\ud30c\ud2f0(first-party) \ub370\uc774\ud130(\uac1c\ubcc4 \uc18c\ube44\uc790 \uad6c\ub9e4 \ud589\ub3d9\uc5d0 \ub300\ud55c \uc815\ubcf4)\uc5d0 \ub300\ud55c \uc811\uadfc\uc131\uc774 \uc5c6\uc73c\uba70, \uc774\ub7ec\ud55c \ubb38\uc81c\ub85c \uc778\ud574 \uae30\uc5c5\uc740 AA \ubc0f AI \uc560\ud50c\ub9ac\ucf00\uc774\uc158\uc5d0 \ub300\ud55c \uacf5\uaca9\uc801\uc778 \ud22c\uc790\ub97c \ubabb\ud560 \uc218 \uc788\ub2e4.<\/p>\n

\u201c\ud655\uc7a5\ub41c AA \ubc0f AI \uc194\ub8e8\uc158\uc758 \ud6a8\uacfc\uc801\uc778 \uad6c\ud604\uc740 \ud32c\ub370\ubbf9 \uae30\uac04 \ubc0f \uc774\ud6c4\uc758 \ud68c\ubcf5 \uae30\uac04\uc5d0 \uacbd\uc7c1\ub825\uc758 \uc6d0\ucc9c\uc774 \ub420 \uac83\uc774\ub2e4.<\/strong><\/p>\n

AA \ubc0f AI\uc5d0\uc11c \uc131\uacfc\ub97c \uac70\ub450\uace0 \uc788\ub294 CPG \uae30\uc5c5\ub4e4\uc740 \ud2b9\ud788 \uc5b4\ub824\uc6b4 \uc138 \uac00\uc9c0 \ubd84\uc57c, \uc989 \uc801\uc808\ud55c \uc778\uc7ac \uae30\ubc18\uacfc \uc6b4\uc601 \ubaa8\ub378\uc758 \uac1c\ubc1c, \ud6a8\uacfc\uc801\uc778 \ub370\uc774\ud130 \uc804\ub7b5 \ubc0f \uac70\ubc84\ub10c\uc2a4 \ud655\ubcf4, \uc801\uc808\ud55c \ub370\uc774\ud130 \ubc0f \ub514\uc9c0\ud138 \ud50c\ub7ab\ud3fc \uad6c\ucd95\uc744 \ud3ec\ud568\ud55c \ud575\uc2ec \ubd84\uc57c\uc5d0\uc11c\uc758 \uc2e4\ud589\uc5d0 \uc911\uc810\uc744 \ub450\uc5c8\ub2e4. \ud655\uc7a5\ub41c AA \ubc0f AI \uc194\ub8e8\uc158\uc758 \ud6a8\uacfc\uc801\uc778 \uad6c\ud604\uc740 \ud32c\ub370\ubbf9\uc73c\ub85c \uc778\ud55c \uacbd\uc81c\uc801 \ucda9\uaca9\uacfc \uadf8 \uc774\ud6c4\uc758 \ud68c\ubcf5 \uae30\uac04\uc5d0 \uacbd\uc7c1\ub825\uc758 \uc6d0\ucc9c\uc774 \ub420 \uac83\uc774\ub2e4. \uc774\ub7ec\ud55c \ub3c4\uad6c\ub4e4\uc744 \uc544\uc9c1 \ub9c8\uc2a4\ud130\ud558\uc9c0 \ubabb\ud55c CPG \uae30\uc5c5\ub4e4\uc740 \uc774\uac83\uc774 \uc5b4\ub5bb\uac8c \uc774\ub8e8\uc5b4\uc9c8 \uc218 \uc788\ub294\uc9c0\ub97c \uc774\ubbf8 \uc785\uc99d\ud55c \uae30\uc5c5\ub4e4\uc758 \uc811\uadfc\ubc29\uc2dd\uc744 \ucc38\uace0\ud574\uc57c \ud55c\ub2e4.<\/p>\n

\ucca8\ub2e8 \ubd84\uc11d \ubc0f AI\uac00 CPG\uc5d0 \ubbf8\uce58\ub294 \ud6a8\uacfc<\/strong><\/h3>\n

AA\uc640 AI\uac00 CPG \uae30\uc5c5\ub4e4\uc5d0\uac8c \uc0c1\ub2f9\ud55c \uc7a0\uc7ac\ub825\uc744 \uc81c\uacf5\ud55c\ub2e4\ub294 \uac83\uc5d0\ub294 \uc758\uc2ec\uc758 \uc5ec\uc9c0\uac00 \uc5c6\ub2e4. BCG\uc640 \uad6c\uae00\uc758 2018\ub144 \uc5f0\uad6c\ub294 \uad11\uace0 \ubc0f \ud504\ub85c\ubaa8\uc158 \uc9c0\ucd9c\uc5d0 \ub300\ud55c ROI \uce21\uc815\uacfc \ud568\uaed8 \uc5d4\ub4dc\ud22c\uc5d4\ub4dc \uc608\uce21 \ubc0f \uacc4\ud68d\uc218\ub9bd \ub4f1 CPG\uc5d0\uc11c \uac00\uc7a5 \uc720\ub9dd\ud55c 10\uac00\uc9c0 AA \ubc0f AI \uc560\ud50c\ub9ac\ucf00\uc774\uc158\uc744 \ud30c\uc545\ud588\ub2e4. \uc774 \ubcf4\uace0\uc11c\uc5d0 \ub530\ub974\uba74, \uc774\ub7ec\ud55c \uc5f4 \uac00\uc9c0 \uc560\ud50c\ub9ac\ucf00\uc774\uc158\uc744 \ub300\uaddc\ubaa8\ub85c \ud65c\uc6a9\ud558\ub294 \uae30\uc5c5\ub4e4\uc740 \ub9e4\ucd9c\uc744 \ucd5c\uc18c 10% \uc99d\ub300\ud560 \uc218 \uc788\ub2e4(\ubcf4\uae30 1 \ucc38\uc870.) \uadf9\ub3c4\ub85c \uc5b4\ub835\uace0 \ubd88\ud655\uc2e4\ud55c \uac70\uc2dc\uacbd\uc81c \ud658\uacbd\uc744 \uace0\ub824\ud558\uba74, \uadf8\ub7ec\ud55c \uc560\ud50c\ub9ac\ucf00\uc774\uc158 \uc911 \uc77c\ubd80\ub294 \ud6e8\uc52c \ub354 \uc911\uc694\ud574\uc9c8 \uac83\uc774\uba70, \uc5ec\uae30\uc5d0\ub294 \uc608\uce21\uc801 \ud2b8\ub80c\ub4dc \uac10\uc9c0 \ubc0f \uc218\uc694 \uc608\uce21, \uc7ac\uace0 \ucd5c\uc801\ud654, \uc5d4\ub4dc\ud22c\uc5d4\ub4dc \uc608\uce21 \ub0b4\uc758 \uacf5\uae09\uc0ac\uc2ac \ub9ac\uc2a4\ud06c \ubaa8\ub378\ub9c1 \ud65c\ub3d9\uc774 \ud3ec\ud568\ub41c\ub2e4.<\/p>\n

\"\"<\/a><\/p>\n

AA\uc640 AI\uc758 \uc7a0\uc7ac\uc801 \uac00\uce58\ub294 \ucd08\uae30 \ucc44\ud0dd\uae30\uc5c5\ub4e4\uc758 \uc131\uacf5 \uc0ac\ub840\ub85c \ud655\uc778\ub418\uc5c8\ub2e4:<\/p>\n