PepsiCo builds an agentic enterprise with the Salesforce Platform.

Keeping shelves full and retailers supported gets complicated at a global scale.

PepsiCo is one of the biggest names in food and beverage, with snacks and drinks enjoyed more than a billion times a day in over 200 countries. With brands like Lay’s, Doritos, Gatorade, Mountain Dew, and Quaker, their products are found in just about every corner store, supermarket, and vending machine around the world.

Running a business at that scale is complex, and one service model doesn’t fit all. PepsiCo’s go-to-market models vary by region to meet the needs of each local retailer. In North America, they use a “direct store delivery” model where teams sell and merchandise products directly in stores — going to some stores daily to keep shelves stocked. Their Latin American market operates through a similar "down the street" model where sellers use over 25,000 routes to serve more than a million smaller shops. In other markets, third-party distributors help reach rural areas with the same level of care. All the while, PepsiCo must balance the demands of a global brand portfolio with the logistics of limited truck space and constantly evolving product launches.

That complexity extends to retailer relationships. Behind the scenes, 120,000 field sales reps keep shelves stocked and partnerships strong. While retailers like Walmart and Target receive regular in-person visits, a large percentage of PepsiCo’s volume comes from smaller retailers. These mom-and-pop shops, neighborhood grocery stores, gas stations, and bodegas may not see field sellers as often. Ensuring they still get timely support is a key priority because missing even a single day of shelf presence can translate to significant revenue loss and customer churn.

PepsiCo also sees a growing opportunity to deepen their understanding of the end consumer. While B2B relationships remain vital, the next chapter is about connecting more closely with the people buying their products. Knowing what they love, what they buy, and what they can afford is quickly becoming crucial, especially amid competition from digital-first and local brands and the rising cost of living. “There are a lot of financial pressures on our consumers,” said Dave Dohnalik, Senior Vice President of Technology Strategy and Enterprise Solutions. “The more efficient we can be with our operations, the better.” 

To do that, PepsiCo set out to create a more responsive, connected experience — one that ensures every retailer and consumer, anywhere in the world, can get the support they need, how and when they need it.

Data Cloud connects global systems and powers smarter marketing, trade promotions, and retail execution.

Behind the scenes, the powerhouse for PepsiCo’s global operations is Data Cloud. It brings data from across their apps and platforms together and makes it usable in near-real time, without copying or duplicating it.

Data Cloud harmonizes the data from PepsiCo’s Salesforce apps with the data from their internal solutions like consumer and store DNA and household panel data from spreadsheets, which is brought in by MuleSoft. Data Cloud’s zero copy architecture gives teams access to data where it lives. Instead of physically moving it, Data Cloud uses live connections to external systems — keeping data current and operations efficient.

With a complete view of each customer and store, PepsiCo can segment audiences by preference, location, or buying habits in real time — and take action using Marketing Cloud and other tools. The same segmentation also powers smarter trade promotions, helping field teams identify top-performing stores and fine-tune offers based on real demand. “We know where our consumers are and we know what’s moving,” Dohnalik added. “We can incentivize them digitally to actually be more interested in our innovation, whether it’s pricing or loyalty programs that we’re offering them.

Agentforce will give every retailer instant assistance for basic-level inquiries.

Now that PepsiCo has unified apps and a strong data foundation to support ongoing strategic improvements, they’re focused on delivering always-on support with Agentforce — the agentic layer of the Salesforce Platform. Starting with PepsiCo’s North America and Latin America call centers,Agentforce will give smaller stores that don’t always receive in-person visits the same level of fast, intelligent service as larger accounts. Retailers will be able to access Agentforce through an online portal for live chat or over the phone using Agentforce Voice — whatever’s easiest for them.

Agentforce’s deep integration with Consumer Goods Cloud, Service Cloud, and Data Cloud will enable it to tap into real-time product catalogs, promotions, inventory, and retailer sentiment data — all refreshed constantly through PepsiCo’s enterprise data foundation. It’ll also pull from knowledge articles to answer specific questions, like how to clean a soda machine or stock a new display.

This breadth of context will make Agentforce well-equipped to handle routine inquiries like “Where’s my order?” or “Why did I only receive 80 items instead of 100?” If it detects frustration, profanity, or complex issues, it’ll seamlessly escalate to a live rep. 

With Agentforce expected to handle nearly all basic-level inquiries, PepsiCo’s sales and service teams will be able to spend more time focusing on high-value opportunities. “Embracing an AI-first world means reimagining an enterprise where humans and intelligent agents don’t just coexist, they collaborate,” said Athina Kanioura, Executive Vice President, Chief Strategy and Transformation Officer. “With Agentforce, rich data is enabling better decision-making and efficiency across our organization, paving the way for a more resilient, future-ready enterprise.”

As a bonus, PepsiCo expects Agentforce to boost engagement and make it easier to hear directly from retailers. Right now, just 3% of retailers take the time to fill out a survey after a call. With Agentforce, sharing feedback will be a faster, simpler process — which will hopefully mean more retailers are likely to weigh in.

PepsiCo’s longstanding relationship with PwC is streamlining their implementation journey. PwC worked closely with PepsiCo to design a five-year roadmap with Salesforce that includes multiple use cases for AI-driven service — from TPM and equipment servicing for coolers and other assets, to next-generation marketing analytics and personalization. This approach, which includes capabilities like predictive ordering and voice biometrics, is expected to boost productivity while reducing costs.

PepsiCo plans to deploy Agentforce across their global network of over 100 contact centers next and is already exploring about 20 future use cases, from personalized product recommendations to AI-generated planograms. 

“AI is reshaping our business in ways that were once unimaginable,” said Ramon Laguarta, Chairman and CEO. “This collaboration with Salesforce is another step toward a more connected and adaptive PepsiCo — deploying AI to unlock smarter and faster decision-making, fuel innovation, and power sustainable growth.”

From the start, PepsiCo’s relationship with Salesforce has been about more than software — it’s been about tackling real business challenges, together. “To me, that is the power of a strategic partnership,” said Dave Dohnalik. “It’s not just pumping out software. We’re actually working with you to help shape your product to make it better for everyone.”

That partnership comes to life in the way PepsiCo, PwC, and Salesforce collaborate. The teams hold deep-dive sessions with product leaders to identify and prioritize the biggest challenges PepsiCo faces. Given the complexity of their business, PepsiCo believes that solving these issues doesn’t just benefit them — it makes Salesforce products  stronger for every retailer. That shared focus has led to solutions tailored to PepsiCo’s needs that also push the broader Salesforce roadmap forward.

This spirit of collaborative innovation was especially evident when PepsiCo shifted from using standalone tools to adopting a full-suite Salesforce ecosystem. They began thinking bigger — not just about CRM, but about how Salesforce could support TPM and other key areas. Data Cloud became a game changer, making it possible to unify first- and third-party data across systems and build a complete, actionable view of every retailer — a must-have for effective TPM.

And their platform investment set the stage to launch Agentforce fast and with success. What convinced PepsiCo to move forward wasn’t just the promise of AI — it was the real results they saw from large companies across industries using Agentforce to drive measurable impact.  

Salesforce doesn’t just deliver technology for PepsiCo — it delivers a true partnership rooted in shared goals and mutual growth. That’s what makes it possible for PepsiCo to simplify their complex global operations and deliver more smiles with every sip and bite to every retailer — no matter how big or small.