Commanding product data at scale with Crisp AI Master Data

The Crisp AI Master Data solution transforms how CPGs and retailers standardize product data across multiple channels, drastically improving data quality with seamless enrichment for deeper strategic insights.

Players across retail grapple with the same challenge of managing product data from dozens of sources, each classified with varying identifiers and detailed attributes. A single SKU can be associated with multiple UPCs and retailer codes, obscuring sales trends, distorting order records, and creating an unreliable view of shelf availability.

Take a protein bar brand, for example, which sells tens of flavors in various pack sizes – some that are retailer-exclusive – while consistently innovating new flavors and product lines. They’re simultaneously managing packaging redesigns, private label partnerships, and product displays that each require their own unique identifiers. The complexity combined with the fast pace of commerce can create a tangled web of product data that’s difficult to meaningfully analyze as the business grows.

Manual reconciliation efforts can quickly become overwhelming when faced with disconnected names, identifiers, and descriptions across portals and spreadsheets. 

One enterprise CPG shared that their Excel-based product data system – containing over 100,000 products – breaks often, with fixes slowed by the lack of a formal product data governance process. Another multinational client shared that it takes over 10 minutes to add even one product into their home-grown system, leading to inefficiencies and backlogs during peak sales periods and resets.

Manual product data reconciliation efforts can quickly become overwhelming when faced with disconnected names, identifiers, and descriptions across portals and spreadsheets. 

The faster path to strategic insights

Recognizing the pains of managing product data as an industry-wide problem and hindrance to clean insights and innovation, Crisp is proud to launch our groundbreaking Crisp AI Master Data solution – the first AI-driven data enrichment solution built to solve the specific challenges of product classification and attribution for the retail industry. By pairing AI-driven mapping with human guidance, CPG data analysts and retail teams can now align retailer and third-party data to their internal standards; and that’s just the beginning.

AI-enabled master data management (MDM) goes beyond classic mapping and manual maintenance, making it easier than ever for CPGs to custom-classify product data and quickly uncover strategic insights.

Powered by the Crisp Retail Graph, which connects and standardizes datasets to provide a universal identity framework for product attributes, Crisp AI Master Data accelerates resolution and enrichment through:

• Seamless standardization: Normalizes naming conventions, product hierarchies, and descriptions across retailers and data sources.

• Smart attribution: Leverage AI-recommended classifications to categorize and enrich data with human-in-the-loop review for accuracy.

• Scalable governance: featuring built-in approvals, audit trails, and rollback capabilities ensure trust as data scales.

• Drastic data quality improvement: Cleans and organizes your data to make it even more AI-ready, securing the foundation for seamless and accurate AI analysis and to power agentic workflows.

Crisp AI Master Data is powered by the Crisp Retail Graph, which connects and standardizes datasets to provide a universal identity framework for product attributes.

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A go-to source of retail product truth

Similar to how Crisp customers save over $250,000 annually in data pipeline costs through streamlined integrations, Crisp AI Master Data reduces the operational burden of achieving clean, analysis-ready product data. 

While all teams benefit from a consistent, trusted flow of product data, central data stewards, BI teams, and data engineers are often the key enablers. At the same time, field teams looking to expand analytics with a specific retailer – or combine retail and syndicated data into a single view – can move faster without waiting on custom rebuilds or spreadsheets.

Common use cases of Crisp AI Master Data include:

• Build new classifications: Track trends such as flavor profiles or ingredient attributes to understand your market and fuel product innovation.

• Rapid portfolio rollups: Enable high-level reporting across all retailers, such as rolling products or brands into a single “Pet Division.”

• Cross-data performance: Seamlessly compare trends across retail POS and syndicated data.

• Private label benchmarking: Conduct a private label analysis to quantify private label impact on category and branded performance.

AI Master Data in-action: As dietary trends continue to influence consumer demand, teams can define a High Protein product classification, for example, and apply it consistently across retailers and data sources. This enables both granular and high-level performance tracking. Custom attributes can also be leveraged across marketing, and retailer media campaigns.

Similar to how Crisp customers save over $250,000 annually in data pipeline costs through streamlined integrations, Crisp AI Master Data reduces the operational burden of achieving clean, analysis-ready product data. 

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Built for governance, collaboration, and scale

Crisp AI Master Data brings together the best capabilities from Crisp’s retail data platform and vertical AI foundation. It reflects the real-world challenges of managing product data across modern retail ecosystems – delivering a focused, resilient environment built for accuracy, confidence, and scale.

Governed workflows, version history, and permissioned access ensure teams can collaborate efficiently while maintaining security, accountability, and trust in every attribution decision.

To get started with Crisp Master Data, sign up here.