AI, Machine Learning, and Peanut Butter: What's going to stick?

Gerry joins Jason Cohen, CEO of Analytical Flavor Systems, to discuss predictive innovation. Photography by Aislynn Van Clief, Analytical Flavor Systems, Inc.

Gerry joins Jason Cohen, CEO of Analytical Flavor Systems, to discuss predictive innovation. Photography by Aislynn Van Clief, Analytical Flavor Systems, Inc.

How will machine learning affect branding?

Artificial Intelligence is becoming a reality. We have a few steps to go, but the hot topic today is the precursor to an AI world.

You've probably heard of machine learning. The ability of software to allow programs to actually learn from the data that they accumulate.

The implications are enormous. I recently helped moderate a Webinar with a great new startup company that I advise called Analytical Flavor Systems. They are in the AI and machine learning business and have patented processes that can predict the kinds of flavors we come to love and desire in our products; like beverages and food.

Their skill is so precise that their core product, Gastrograph AI, can help beer brewers make consistently great tasting beers that certain segments of consumers will love. They can remove the guesswork in supply chain resourcing and can even help tried and true brands slowly and evenly evolve over time - thus keeping up with changing tastes. They can do this in a blink of an eye compared to the "normal" cycle of product development and innovation.

Some important product research is in many cases already empowered by machine learning. 

Take the kind of peanut butter you like, or dislike. How thick should it be? How deeply flavorful? Should it have the oil on top or should it always be blended? Do you prefer smooth or chunky?

Machine learning will know these things quickly without having to ask. As it gets to know you - and millions of us - it will begin to understand and predict affinities.

No more bulky questionnaires. No extended time frames. No errors in judgement.

So the makers of Skippy will be able to give you your favorite brand exactly how you like it. And that knock at the door?

Get the bread and jelly. 

It's already here.

To learn more about how machine learning is impacting your brand and what to do about it, Contact Gerry.

 

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Gerard Schweitzer