Post by McKinsey & Company

From enlightening breakfast discussions on AI transformation to panels exploring consumer shifts across generations, #CGF2026 is in full swing! Here are a few standout insights from the first couple of days in Vienna: 👩‍💻 85%+ of companies have deployed AI in at least one business function, but only ~5% are capturing significant value. 📈 Companies that take a holistic transformation approach can achieve 20%+ EBITDA uplift with a 1–2 year payback. 🛒 The generational gap in consumer behavior is widening: while Baby Boomers primarily discover brands in physical stores, Gen Z turns to social and digital channels. 📲 Social media is now Gen Z's most important channel for purchase decisions. 👕Gen Z is nearly twice as likely as Baby Boomers to use gen AI while shopping. The common thread: winning in the future will require both AI-powered enterprise transformation and a deep understanding of how the next generation of consumers discovers, engages with, and buys from brands. Learn more: 🔹 Rewired: https://mck.co/4euNsgA 🔹 State of the Consumer 2026: https://mck.co/4erZbwq #CGFSummit #McKinseyatCGF