How Hershey Implements AI to Improve Retail Field Operations

Bullish Gator

Hershey VP Stephanie Berman explains using AI to augment retail field teams, spur grassroots tech innovation, and optimize national routing logistics.

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What stands out

Stephanie Berman, Hershey's vice president of US retail sales, told Forbes that artificial intelligence should be treated as an augment to field teams rather than a magic bullet, emphasizing grassroots innovation from sales reps and tighter routing logistics to shave hours and mistakes. For investors, this matters because Hershey is applying AI to operations, like route planning, merch execution, and rep productivity, areas where modest gains can translate into steady margin relief at scale, not headline-grabbing revenue leaps. Watching pilots will show whether promises turn into measurable return on investment (ROI).