Expert view

Key questions about artificial intelligence in the beverages industry: Q&A with GlobalData thematic analyst

Credit: Bert van Dijk/Getty images.

Powered by

Carolina Pinto joined GlobalData's Thematic Intelligence Team as an Associate Analyst in September 2022. She is particularly interested in macro themes including ESG, regulation, and geopolitics. She is currently working with the consumer goods team on reports about emerging technologies.

Lara Virrey: What are the most exciting developments in AI for the beverage industry today?

Carolina Pinto: Every area of the beverages industry can benefit from more than one artificial intelligence (AI) technology. Computer vision technology is used to interpret images and videos and can be used for quality assurance in manufacturing and distribution processes. Predictive maintenance can also be beneficial in manufacturing.

AI sensors continuously monitor the condition of machines and other equipment in factory lines and predict when maintenance is required, helping reduce energy consumption and costs of maintenance.   

Conversational platforms can improve online experiences, customer service, and after-sales support.

Machine learning (ML) and other decision-making AI capabilities can help companies plan, identify, classify, and forecast. Predictive and behavioural analytics models can be used to curate new product offerings based on emerging customer needs and target marketing campaigns to desired audiences. Predictive analytics can also provide end-to-end supply chain visibility.

Other ML models can automate and streamline recruitment and onboarding, helping large beverage companies significantly reduce time spent on repetitive tasks.

Lara Virrey: How can companies in the beverage sector benefit from advances in generative AI in particular? 

Carolina Pinto: Generative AI is a relatively new AI technology, and adoption in the beverage sector has so far been limited. Generative AI can help simplify data analytics, speed up research and development, improve marketing and customer service experiences, and automate supply chain management. At the moment, the technology is mostly used for marketing purposes.

In March 2023, the company released a new AI tool, built by OpenAI and Bain. The 'Create Real Magic' platform combines the capabilities of GPT-4 and DALL-E 2 to help artists create marketing campaigns. In April 2023, AB InBev-brand Beck's released the world's first beer fully AI-generated beer. The company used ChatGPT and MidJourney to curate a recipe, design the packaging, and create a marketing campaign.

Lara Virrey: Which barriers to the implementation of AI remain in the beverage industry, and how could they be overcome?

Carolina Pinto: There are cybersecurity and intellectual property protection concerns associated with open-source generative AI tools that many companies are not addressing. The technology could transform beverage companies' operations, but a corporate strategy is necessary to mitigate potential risks.

Additionally, building AI models is expensive and not always necessary in the beverage sector. Instead, companies should regulate the use of open-source models and invest in training natural language processing (NLP) models with company data when necessary. Companies can also outsource AI services to reduce the cost of adoption.

For example, Coca-Cola also uses third-party AI algorithms to automate tasks across its supply chain. It uses Google's TensorFlow to automate its loyalty and reward schemes, Ripcord to consolidate its bottling distribution services, and Keelvar for procurement logistics.

Lara Virrey: Which companies are the leading adopters of AI technologies in the beverage sector? 

Carolina Pinto: AB InBev, Coca-Cola, Pepsi-Co, Heineken.

GlobalData, the leading provider of industry intelligence, provided the underlying data, research, and analysis used to produce this article.      

GlobalData’s Thematic Intelligence uses proprietary data, research, and analysis to provide a forward-looking perspective on the key themes that will shape the future of the world’s largest industries and the organisations within them.      

Go to article: Home | Artificial intelligence: beyond the hypeGo to article: ContentsGo to article: BriefingGo to article: ForewordGo to article: An introduction to artificial intelligenceGo to article: A history of artificial intelligenceGo to article: PharmaGo to article: The impact of artificial intelligence on the pharmaceutical sectorGo to article: Case studies: artificial intelligence in the pharmaceutical industryGo to article: Latest news: artificial intelligence in pharmaGo to article: Q&A with GlobalData thematic analystGo to article: Rx Machina: how AI is transforming pharma sales Go to article: Artificial intelligence innovation: leading companies in in-silico drug discovery Go to article: Leading clinical trials companies in the artificial intelligence theme Go to article: Deal activity related to artificial intelligence in the pharmaceutical industry since 2020Go to article: Artificial intelligence hiring trends in the global pharmaceutical industry since 2020Go to article: Artificial intelligence patent applications in the global pharmaceutical industry since 2020Go to article: Mentions of artificial intelligence in pharmaceutical industry company filings since 2020Go to article: MedicalGo to article: The impact of artificial intelligence on the medical device sectorGo to article: Case studies: artificial intelligence in the medical device industryGo to article: Latest news: artificial intelligence in medical devicesGo to article: Painting the future for cancer treatment using AIGo to article: Q&A with GlobalData thematic analystGo to article: Leading companies in the medical industryGo to article: Deal activity related to artificial intelligence in the medical device industry Go to article: Artificial intelligence hiring trends in the global medical device industryGo to article: Artificial intelligence patent in the global medical device industry since 2020Go to article: Mentions of artificial intelligence in medical device industry company filingsGo to article: GlobalData Thematic IntelligenceGo to article: MiningGo to article: The impact of artificial intelligence on the mining sectorGo to article: Case studies: artificial intelligence in the mining industryGo to article: AI news in the mining industryGo to article: Q&A with GlobalData thematic analystGo to article: How can ChatGPT aid the energy transition?Go to article: Artificial intelligence innovation: Leading companies in autonomous navigation for the mining industryGo to article: Leading mining companies in the artificial intelligence themeGo to article: Deal activity related to artificial intelligence in the mining industry since 2020Go to article: Artificial intelligence hiring trends in the global mining industry since 2020Go to article: Artificial intelligence patent applications in the global mining industry since 2020Go to article: Mentions of artificial intelligence in mining industry company filings since 2020Go to article: PowerGo to article: Applications of artificial intelligence in the power industryGo to article: Latest news: AI in the power industryGo to article: Q&A with GlobalData thematic analystGo to article: The role of AI in remote power managementGo to article: Leading companies in energy-efficient demand response systems for the power industryGo to article: Leading power companies in the artificial intelligence themeGo to article: Deal activity related to artificial intelligence in the power industry since 2020Go to article: Artificial intelligence hiring trends in the global power industry since 2020Go to article: Artificial intelligence patent applications in the global power industry since 2020Go to article: Mentions of artificial intelligence in power industry company filings since 2020Go to article: BeveragesGo to article: The impact of artificial intelligence on the consumer goods sectorGo to article: Case studies: artificial intelligence in the consumer goods industry Go to article: Latest news: AI in drinksGo to article: Q&A with GlobalData thematic analystGo to article: Heineken talks tech systemsGo to article: Leading non-alcoholic beverages companies in the artificial intelligence theme Go to article: Deal activity related to artificial intelligence in the beverages industry since 2020Go to article: Artificial intelligence hiring trends in the global beverages industry since 2020Go to article: Artificial intelligence patent applications in the global beverages industry since 2020Go to article: Mentions of artificial intelligence in beverages industry company filings since 2020Go to article: PackagingGo to article: Case studies: artificial intelligence in the packaging industry Go to article: Latest news: AI in the packaging industryGo to article: Q&A with GlobalData thematic analystGo to article: Generative AI – beyond the hype Go to article: Leading packaging companies in the artificial intelligence theme Go to article: Deal activity related to artificial intelligence in the packaging industry sinceGo to article: Artificial intelligence hiring trends in the packaging industry since 2020Go to article: Artificial intelligence patent applications in the packaging industry since 2020Go to article: Mentions of artificial intelligence in packaging industry filings since 2020Go to article: Sponsorship opportunitiesGo to article: BankingGo to article: The impact of artificial intelligence on the financial services sectorGo to article: Case studies: artificial intelligence in the financial services industryGo to article: Latest news: AI in bankingGo to article: Q&A with GlobalData thematic analystGo to article: The rise of AI deepfakes: taking back control and protecting paymentsGo to article: Artificial intelligence innovation: Leading companies in AI-assisted OCR for the banking industryGo to article: Leading retail banking companies in the artificial intelligence themeGo to article: Deal activity related to artificial intelligence in the retail banking industry since 2020Go to article: Artificial intelligence hiring trends in the global retail banking industry since 2020Go to article: Artificial intelligence patent applications in the global retail banking industry since 2020Go to article: Mentions of artificial intelligence in retail banking industry company filings since 2020Go to article: DefenceGo to article: The impact of artificial intelligence on the defence sector Go to article: Case studies: artificial intelligence in the defence industryGo to article: Latest news for AI in defenceGo to article: Q&A with GlobalData thematic analystGo to article: Navigating the new frontier: AI in maritime defence Go to article: Artificial intelligence innovation: top firms in ML for aerospace & Defence autonomous navigationGo to article: Leading defence companies in the artificial intelligence themeGo to article: Deal activity related to artificial intelligence in the aerospace & defence industry since 2020 Go to article: Artificial intelligence hiring trends in the global aerospace & defence industry since 2020 Go to article: Artificial intelligence patent applications in the global aerospace & defence industry since 2020 Go to article: Mentions of artificial intelligence in aerospace & defence industry company filings since 2020 Go to article: Next issue