A novelty in the world, artificial intelligence has also reached businesses, which are now taking advantage of machines’ ability to reason, draw conclusions, plan, decide, and create. This was till then only possible for the human brain.
Most companies in the food and beverage industry who are focusing on the market are already in the midst of a digital transformation process, and AI is coming to increase the size and pace of that move, which will drive gains in sector production and profitability. will lift in the direction of The reduction of waste, energy consumption, water and CO2 emissions are also in focus of the new technology. In other words, we are talking about intelligent production that leads to an increasingly sustainable footprint with ESG concerns in mind.
“Any project (of this scope) will depend on its ambition”, explained Gustavo Moura, food sector leader, head of Nestlé’s digital transformation programme, in a lecture at the Fispaltec Arena. “Of course, technologies are here to stay, but in six months the one you chose may be obsolete,” he said. He recalls how important it is to manage digital transformation projects in companies with a keen vision of what is happening around the world in order to develop a good work of digital transformation.
Of course, this also includes the incorporation of artificial intelligence into the production process. As an example, Moura cited a Nestlé project that, using artificial intelligence, makes it possible to reduce gas consumption in the company’s ovens. Less gas, less CO2 emitted, therefore, less carbon footprint for the company.
Yunare Targino, manager of industrial processes at M. Dias Branco, another food giant, recounts his company’s experience as a recipe for success in implementing large technology projects with or without AI, but what is it? Adaptable to any other. “You need to train people, diversify, identify company problems (priorities), have a good governance plan and a good investment plan in the IT sector.”
Another trend that particularly excites the marketing departments of food companies is augmented reality (AR). Marketers delight in the fact that the technology integrates virtual content from the consumer’s cell phone camera and is recorded in their memory up to 70% more clearly. In addition, AR captures up to 45% of attention to company-presented content, according to Henry Assef, executive expert on the subject at Masafar, who works with Knorr, Itaipava, Pacoquita Santa Helena and Lacta, among others.
Assef cited as an example the marketing actions of a product in Seara’s Turma da Mônica line. In the initiative, through this technology it was possible for the consumer to interact with the product by inserting a comic strip with the characters on the back of the package. “They can choose who they want: Monica, Magali, Cebolinha or Casco, they can also choose the text, everything, starting from the packaging. Later, they can also post the strip on their social networks, promoting the company’s brand. Assef said, according to studies, a consumer’s engagement with augmented reality in the world lasts only 1 minute on average. This action with Turma da Monica had an impressive average of 4.5 minutes. “It was a breakthrough that became a case.”
With a total cost of BRL 50,000, candy brand Icekiss from Corey Industries developed an AR campaign to launch the new Icekiss Shippada Blueberry flavor. Through the packaging (in the style of Candy Drops), consumers had access to a QR code to register pairings. The app suggested “ships” that mixed the names of both in the “Brangelina” style, the first of these “ships” known in the world to mix the names of actors Brad Pitt and Angelina Jolie.
“If in the past tablets came with phrases that encouraged dating, we now believe that this type of action has much more to do with how our young people think and behave, Who are born digital natives and who can take this marketing action to your personal social network. Sales have definitely paid off.”
Fispal Technology and Technocarne Service
Date: June 27 to June 30, 2023
Opening hours: Tuesday to Thursday from 13:00 to 20:00 and Friday from 13:00 to 18:00
Venue: Sao Paulo Expo – Rodovia dos Immigrantes, 1.5 km – Vila Agua Funda, Sao Paulo – SP
Promotion and organization: Informa Markets Brasil