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Is artificial intelligence a trend for food brands, or a necessary transformation?

Today we cannot regard artificial intelligence tools as a passing technology trend. It is more accurate to describe them as part of a transformation that is changing the way business is done. As digitalisation accelerates, every area is being reshaped, from production to marketing and from the supply chain to the consumer experience. Staying outside this change is becoming increasingly difficult.

From the perspective of the food industry, artificial intelligence has moved beyond being a tool that provides competitive advantage. The need for data-driven decision-making is growing in many areas, from demand forecasting to stock and shelf management, and from production planning to quality control processes.

Looking at it from another angle, online shopping is advancing rapidly and online marketplaces are developing. Consumers carry out their research with AI-powered tools and expect faster, more personalised and more transparent communication from brands.

For this reason, food brands need to take artificial intelligence tools into account when building strategy, creating content and planning marketing communication. Today, artificial intelligence is not a choice; it is an area of transformation needed to adapt to changing consumer behaviour, maintain competitive strength and prepare for the future.