Insights and analytics leaders do not have to wait for a monthly review to see what changed in their categories. Continuous business monitoring keeps recurring analyses running and answers questions in plain language as they come up, so risks and opportunities surface before the next scheduled review.
One Australian retailer's insights team made that shift with Circana's Liquid AI™ decision intelligence platform. The retailer’s insights team moved away from set reporting cycles to continuous business monitoring to achieve tangible results from the purpose-built platform:
Speeding time to action:
Slowing bottlenecks: +50% time savings on gathering data and ad hoc investigations
Sharing category attention:
The retailer’s experience with Liquid AI demonstrates how an analysis can run on its own schedule instead of waiting for a request. Recurring reviews update automatically, and questions get answered as they arise.
Accelerating the pace, clearing the queue
The queue is what slows decisions down, not the analysis. Emiri™, a set of AI capabilities in Circana's Liquid AI, lets insights teams ask complex dataset questions in plain language and receive validated answers back, so routine questions no longer wait for an analyst's turn. Emiri helps insights teams interrogate complex datasets in plain language and receive immediate, validated answers.
What this changes:
Beyond getting an answer in seconds about issues such as a sudden softness in one category, analytics teams can use Emiri to learn the drivers behind the shift.
Brand managers self-serve routine questions instead of routing every request through the insights team, so analysts focus on high-value, strategic work.
Insight travels to wherever the decision happens, across devices, platforms, and workflows.
Storytelling across the entire portfolio
Preparing business reviews used to force trade-offs. There was never enough time to analyze every brand, category, and account with equal rigor, so smaller parts of the portfolio received the leftover attention.
Through the Circana’s Liquid AI platform, those constraints are removed and actions are sped up through the automation of complex processes that previously required extensive human analysis. The resulting AI-powered data storytelling at scale enables analytics teams to automatically analyze the full portfolio and produce clear narratives that explain what is happening and why.
What this changes for insights teams:
They can ensure that every category gets a rigorous read and no brand is left behind.
Colleagues on category, commercial and technology teams view the business through the same frame instead of in their respective silos, even when their focus differs.
There is less busy work, because routine analysis is automated. This frees up analysts to focus on what moves the needle.
Benefits That Matter to Insights Leaders
The move to continuous business monitoring delivers provides predictive, actionable, and adaptable intelligence and expertise for analytics leaders and their broader organizations:
Decisions are backed by Circana’s POS-verified data, which is calibrated with more than 1,100 retail partners in the U.S., and supported with industry expertise. Insights leaders can stand behind every recommendation.
One version of the truth, shared across teams and partners. Data silos give way to aligned, quicker decisions.
Circana's data and technology can be integrated into a company’s existing architecture.
A continuous measurement ecosystem answers the right business questions on an ongoing basis, driving speedy, steady, and sustainable growth.
The Importance of Truth Accompanying AI-Fueled Speed
Speed is only valuable when the answers are correct, and not all AI agents are created equally. Unlike general-purpose AI assistants that lack industry context and authoritative category data, Circana’s Liquid AI grounds its answers in governed Circana data, business rules, and analytical logic.
Liquid AI from Circana is built on an industry dataset used by more than 7,000 clients and partners worldwide and is powered by advanced, industry-tuned analytical models. Moreover, the intelligence reflects real commercial context, given Circana’s combined six decades of domain expertise and understanding of how CPGs and retailers analyze their businesses.
Stop Building Reports. Start Telling the Story.
Continuous business monitoring lets insights and analytics teams act on change instead of documenting it after a later review. As AI agents take on more of the path to purchase, the reporting cycle is the part of the week least able to keep up. Circana's Liquid AI, including the Emiri digital teammate, is built for that shift.
It's time to move faster with a trusted orchestration agent over all data, domain knowledge, and solutions. Book a demo of Circana's Liquid AI and see how your team can address business hurdles and pursue new opportunities with more time to spend on what matters most.
Frequently Asked Questions
How does AI-powered data storytelling at scale help insights teams cover their entire portfolio?
Preparing business reviews used to lead to trade-offs. With limited time, certain brands and categories received less rigorous attention while higher-priority segments took precedence. Circana's Liquid AI decision intelligence platform changes that dynamic by automating complex analytical processes that previously required extensive human effort.
The result is AI-powered storytelling that ensures every team across category, commercial, and technology functions view the business through a shared lens rather than working from separate data sets. Analysts shift their focus from routine reporting to the strategic work that drives meaningful outcomes, because the platform handles the recurring analysis automatically.
How does Emiri™ within Circana's Liquid AI accelerate decision-making?
Emiri ™ is a set of AI capabilities in Circana's Liquid AI that lets teams query complex datasets in plain language and receive immediate, validated answers. This removes the bottleneck that slows decisions: the queue of routine requests waiting for an analyst's turn.
With Emiri, analytics teams can investigate a sudden dip in a category and see the drivers behind it in seconds. Brand managers can ask routine questions directly and on their own rather than routing every request through the insights team, freeing analysts to concentrate on high-value, strategic work. Insight also travels to wherever decisions are made, spanning devices, platforms, and workflows.
Why does industry-grounded AI matter more than general-purpose AI assistants?
General-purpose AI assistants lack industry context and authoritative category data, which limits their reliability for commercial decisions. Circana's Liquid AI grounds every answer in Circana data, business rules, and analytical logic. It draws on an industry dataset used by more than thousands of companies worldwide and is powered by industry-tuned analytical models. Backed by decades of domain expertise and Circana POS-verified data calibrated with over 1,100 U.S. retail partners, the platform reflects real commercial context, so insights leaders can confidently make and stand behind their recommendations.
*Source: Circana (AU) Pty Ltd., Leading Australian Retailer, December 2025
