# Anubhav Pateriya
> Global Head of Consumer Consulting at Wipro and ex-BCG Partner on AI, judgment, and the self-driving consumer enterprise — the Destination Problem.
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Append `.md` to any post or page URL to get the content in Markdown (for example, `/example-post.md`).

## Pages
- [About](https://www.anubhavpateriya.com/about.md) - I help consumer leaders turn AI from slideware into P&L. For twenty years I've worked every layer where transformation actually succeeds or dies — as the strategist who sets the direction, the operator who owns the number, and now the leader building the practice. I'm Managing Partner and Global He…
- [Privacy Policy](https://www.anubhavpateriya.com/privacy.md) - Effective July 10, 2026 This site is operated by Anubhav Pateriya. It exists to publish essays, and it collects as little about you as possible. What is collected. If you subscribe, your email address — nothing else. The site also uses the standard functional cookies of its publishing platform (Gho…
- [Speaking](https://www.anubhavpateriya.com/speaking.md) - Keynotes on the Destination Problem and the self-driving consumer enterprise, for CPG, retail and travel leaders.

## Posts
- [Your AI agents are waiting for delegation of authority](https://www.anubhavpateriya.com/ai-agents-delegation-of-authority.md) - AI agents are set to walk because nobody with the authority to say otherwise has written down how far they may run. On a twenty billion dollar business that is a forty million dollar setting.
- [The Judgment Layer](https://www.anubhavpateriya.com/the-judgment-layer.md) - What still wins when the supply chain runs itself.
- [Self-driving, never self-deciding](https://www.anubhavpateriya.com/self-driving-never-self-deciding.md) - The two-ton robot handled the chaos flawlessly but where I wanted to go was entirely my problem. The machine does the driving; deciding the destination is, thankfully, still on us.
- [The AI found the hotel. Someone else got paid.](https://www.anubhavpateriya.com/the-ai-found-the-hotel.md) - In retail, AI referrals now out-convert every channel. In travel, they convert 28% worse. The gap between those numbers shows where money moves when AI does the shopping, in every consumer category.
- [The first Prime Day the machine out-converted every human channel](https://www.anubhavpateriya.com/the-agent-channel.md) - Prime Day 2026 was the first shopping event where AI-assistant traffic out-converted search, email, and social. Why a sub-1% channel is already forcing consumer leaders to choose whose terms the sale happens on.
- [The line you won't cross: pricing's new moat in the AI era](https://www.anubhavpateriya.com/the-line-you-wont-cross.md) - AI can now price every shopper individually. Amid 2026's surveillance-pricing crackdown, the winning RGM decision is what you refuse to let the engine do. On pricing, judgment, and the line.
- [Decision Engineering: AI's first win in consumer goods is in the pricing room](https://www.anubhavpateriya.com/decision-engineering.md) - PepsiCo is wiring AI into revenue growth management and even named the muscle: Decision Engineering. Why AI's first durable win in consumer goods is in the pricing room, and why the moat is the decision you engineer, not the model you rent.
- [The number came first](https://www.anubhavpateriya.com/the-number-came-first.md) - Kroger, General Mills, and Coca-Cola each made a serious AI move this year. The three press releases read as unrelated. They are not. Three different rooms of the P&L Kroger is pointing AI at e-commerce operating profit. It expects roughly $400 million of improvement in 2026 as it rolls out a Gemin…
- [Both sides of shopping just went commodity](https://www.anubhavpateriya.com/both-sides-of-shopping-just-went-commodity.md) - Over the past few weeks, two headlines crossed most consumer leaders' desks as unrelated. One was about how people shop. One about how AI gets procured. Together they retire an assumption the industry has run on for 20 years. Demand: the journey is compressing to a single turn Start with behavior.…
- [The Destination Problem](https://www.anubhavpateriya.com/the-destination-problem.md) - For thirty years, advantage in consumer industries came from execution. Better forecasting, tighter supply chains, sharper campaigns, faster checkout. The winners were the ones who ran the machine best. With the onset of AI and agents, that machine is now starting to run itself, today in parts, tom…

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