NIQ Product Intelligence Expands with New GDSN Capability to Deliver a Single Product Record Across Supply Chain and Agentic Commerce Ecosystems

NielsenIQ (NYSE: NIQ), a global leader in consumer intelligence, today announced a new Global Data Synchronization Network (GDSN) capability within NIQ Product Intelligence, extending the ability to create, govern, and activate a single product record across supply chains, digital commerce, and enabling AI-powered shopping environments. The capability is designed to move GDSN participation beyond basic compliance and into measurable business performance at scale.

Built on Brandbank’s global product content expertise and NIQ Product Intelligence, the new capability enables brands and retailers to synchronize, validate, and distribute trusted product data through a single workflow. Organizations can now create one governed product record and activate it across retailer networks, digital shelves, supply chain partners, and agentic commerce environments.

By connecting GS1-aligned product data and rich consumer-facing product content, NIQ helps brands bridge the gap between operational compliance and commercial performance. As AI-powered discovery and agent-led commerce reshape how products are found and purchased, accurate and connected product data is becoming a critical product advantage.

This unified record also enables structured product data to flow directly into AI‑powered recommendation engines, search experiences, and agent‑led shopping interactions without requiring rework or manual enrichment. The GDSN capability ensures that this data can be seamlessly synchronized, validated, and activated across the broader commerce ecosystem.

Brands and retailers today face mounting pressure to synchronize product data across an ever-expanding array of channels, from physical retail to ecommerce, marketplace platforms, and increasingly, AI-powered shopping agents. While traditional GDSN participation supports supply chain operations, brands increasingly require product data that can also drive digital shelf performance, product discoverability, and AI-powered commerce experiences.

The new capability extends Product Intelligence from data creation and enrichment into synchronization and activation by:

• Creating a single trusted product record that combines GS1-aligned product data with experience-ready product content
• Validating data once and activating it across retailer networks, digital shelves, and commerce platforms
• Reducing errors, rework, and delays while accelerating time to market and improving product discoverability

“Last week we introduced Product Intelligence as one of the foundations for AI-ready commerce,” said Greg Hunter, Vice President, US Retail at NIQ. “This new capability brings that vision to life by enabling brands to create a single trusted product record that supports supply chain operations, digital commerce, retailer requirements, and emerging AI-powered shopping experiences. Product compliance was never the finish line but rather the starting point.”

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