How AI is transforming global CPG ecommerce with Opella’s Bas van Kesteren

AI isn’t just hype - it’s reshaping how CPGs win market share, innovate, and partner with retailer.In this episode of Reimagine with AI, host Imteaz Ahamed talks with Bas van Kesteren, GM of Opella E-Commerce and former leader at Reckitt, Sanofi, Unilever, and AB InBev. Together, they explore how AI is transforming every corner of CPG e-commerce, from retail media and supply chain to organizational design, and what leaders must do to stay ahead.Bas shares powerful lessons from leading digital commerce at some of the world’s biggest brands and breaks down where executives should focus as AI drives the next wave of disruption.

🎙️ Topics Covered:

• How AI lowers the cost of use cases and unlocks adoption at scale

• The new flywheel of media + innovation that will drive faster NPD pipelines

• Why retail media is shifting from “tax” to “growth engine”

• How to balance 70-20-10 across execution, scaling, and innovation

• The new capabilities every CPG e-commerce team must build for an AI-first world