PepsiCo Begins Global Agency Review to Accelerate AI-Led Marketing

PepsiCo has initiated a global agency review aimed at reshaping its marketing operations through artificial intelligence, according to industry sources. The food and beverage major is inviting leading advertising networks and management consultancies to present their approaches for supporting the company’s next phase of marketing transformation.

The review reflects the growing overlap between conventional creative agencies and technology-focused consulting firms. While PepsiCo has not revealed the complete commercial scope of the exercise, the initiative is understood to support its broader ambition of becoming an “agentic AI-first” enterprise. The company is looking to embed AI more deeply across marketing, decision-making, sales and operational functions rather than treating the technology as a collection of isolated experiments.

As businesses increasingly adopt artificial intelligence for content creation, data analysis, media planning and performance optimisation, PepsiCo’s review highlights the changing expectations from agency partners. The company is seeking capabilities that combine creativity with technology and can translate AI investments into measurable business outcomes.

PepsiCo has already taken steps towards building an enterprise-wide AI ecosystem. Its multi-year collaboration with Google Cloud involves deploying Gemini-powered tools across areas including analytics, employee productivity and go-to-market activities. The partnership is designed to help the company move towards more connected, real-time decision-making and reduce reliance on fragmented technology initiatives.

The agency review comes at a time when global marketers are reassessing traditional operating models. AI is increasingly influencing how brands understand consumers, develop campaigns, personalise communications, allocate media budgets and evaluate performance. This shift is prompting companies to look for partners capable of bringing together creative strategy, technology, data and business expertise.

For PepsiCo, the latest review could mark another significant step in its digital transformation journey. By evaluating agencies and consultancies through the lens of AI capabilities, the company appears to be seeking a more integrated marketing model that can respond rapidly to changing consumer behaviour and business requirements.

The move underlines how artificial intelligence is becoming central to the future of global marketing, with technology and creativity increasingly expected to work together rather than operate as separate disciplines.