PepsiCo is running a global agency review focused on AI-driven marketing transformation, inviting both traditional agencies and consulting firms to compete for the assignment.
The move reflects PepsiCo's ambition to become an 'agentic AI-first' enterprise and aligns with a broader industry trend where major brands are reassessing agency partnerships to prioritize technology expertise, automation, and AI-powered capabilities over traditional creative services alone.
What happened
PepsiCo has launched a global review inviting agencies and consulting firms to pitch for work reshaping its marketing strategy around artificial intelligence, attracting interest from both major agency networks and management consultancies.
Why it matters
PepsiCo is pursuing its stated goal of becoming an 'agentic AI-first' enterprise, embedding AI into decision-making, innovation, marketing, sales and operational workflows. The review reflects a broader industry shift where brands are moving beyond traditional creative services to prioritize technology integration, data, automation, AI-powered content creation, and business outcomes.
What to watch
The company has already built AI partnerships with Google Cloud (including a multi-year collaboration announced earlier this year to deploy Gemini-powered capabilities across analytics, workforce productivity and go-to-market execution), signaling the scale of external expertise it may seek in this review.
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PepsiCo's agency review marks a turning point in how the world's largest consumer goods companies are rethinking marketing partnerships. The company is not simply looking to refresh its creative roster; it is seeking partners who can operate at the intersection of technology and strategy. By inviting both traditional agencies and consulting firms, PepsiCo signals that the lines between creative services and business transformation have blurred. The body notes that global marketers are increasingly reassessing agency partnerships around capabilities in data, automation, AI-powered content creation, media optimization and customer experience transformation.
The review also reflects PepsiCo's own strategic positioning. The company has been explicit about its ambition to become an 'agentic AI-first' enterprise, embedding AI across decision-making, innovation, marketing, sales and operational workflows. Its earlier Google Cloud partnership for Gemini-powered capabilities in analytics and go-to-market execution signals that PepsiCo is willing to make significant technology investments. This review appears to be the next phase: finding external agencies and consultancies that can help operationalize and scale that vision across the full breadth of marketing operations.
For the agencies competing, the stakes are high but the criteria have shifted. Winning PepsiCo's business would position a firm at the center of one of the world's largest consumer goods companies' digital transformation efforts, but only if that firm can demonstrate not creative excellence alone but the ability to integrate technology, drive automation, and deliver measurable business outcomes.
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