PepsiCo has launched a global agency review as the food and beverage giant moves to reshape its marketing operations around artificial intelligence, data and advanced technology.

The company has invited major advertising networks and management consultancies to compete for the opportunity, signalling a broader shift in how PepsiCo plans to develop and execute marketing strategies across its global business.

Rather than focusing solely on conventional creative and communications services, the review points to PepsiCo’s growing interest in partners that can connect marketing capabilities with technology, data and business performance.

The initiative comes as brands across the global market accelerate investments in automation, media optimisation, predictive analytics and AI generated content. Consequently, agencies are facing increasing pressure to move beyond campaign execution and provide technology enabled solutions that can influence wider business outcomes.

Although PepsiCo has not publicly disclosed the full commercial scope of the review, the move fits into the company’s broader ambition to become an “agentic AI first” enterprise.

Under that strategy, PepsiCo aims to embed artificial intelligence more deeply into marketing, decision making, sales and operational processes rather than treating AI as a collection of isolated experimental projects.

The company has already begun building the technological foundation for that transformation through a multi-year partnership with Google Cloud. The collaboration is designed to deploy Gemini powered capabilities across areas including analytics, workforce productivity and go to market activities.

By connecting these systems, PepsiCo is seeking to create a more integrated and responsive marketing environment in which data, technology and AI can support decisions in real time.

The agency review therefore reflects a wider evolution in the relationship between advertising agencies and corporate technology partners. As marketing becomes increasingly dependent on data infrastructure and intelligent automation, brands are beginning to look for partners capable of linking creative thinking with technological execution.

For PepsiCo, that means the next generation of marketing support could require agencies and consultancies to work across several disciplines simultaneously, combining creativity, media, data, AI and business strategy.

The development also highlights the growing importance of AI in the global marketing services industry. While brands continue to demand distinctive creative ideas, they are increasingly looking for systems that can personalise content, improve media performance, automate processes and generate actionable insights at scale.

PepsiCo’s latest move could therefore intensify competition among global agency networks and consulting firms seeking to secure a role in the company’s evolving marketing ecosystem.

More broadly, the review demonstrates how the traditional boundaries between advertising, technology consulting and enterprise transformation are continuing to disappear.

As PepsiCo advances its AI first agenda, the successful partners will likely need to demonstrate not only creative strength, but also the ability to turn data and artificial intelligence into measurable marketing and business value.