Artificial intelligence (AI) still has a long way to go, but offers several benefits to increase productivity and return on investment (ROI) for chicken marketers, Hana Bieliauskas, Senior Vice President and Partner, Inspire PR Groupexplained at the 2024 conference Chicken Marketing Summit.
For marketers, AI can help analyze large amounts of data and identify patterns, predict future trends and behaviors, provide personalized recommendations to customers, measure consumer sentiment and feedback, recognize images, and generate insights. It can also help streamline inventory, improve efficiency, sustainability, and cost savings.
Retail services like Instacart use AI to track consumer shopping trends and provide product recommendations for future purchases. For example, bought chicken wings in the past? AI knows you’re likely to buy them again and makes it easier to add to cart.
AI isn’t foolproof: it still requires human intervention to decide whether its recommendations are sound, but it can make decision-making easier, Bieliauskas said.
Artificial Intelligence in Action
An AI tool already being used in the broiler industry for consumers is the Sandy Chicken Chatbot Wayne-Sanderson Farmswhich is designed to answer consumer questions. KFC also uses AI to create a personal messaging system to better understand mobile customers’ preferences, which the company says has driven 15% revenue growth.
At Wendy’s Last year, the company launched a pilot program for AI-powered ordering through its drive-thru, which it says helps staffers focus on preparing meals. However, conversely, McDonalds I struggled with AI-powered orders — the system misunderstood orders, with at least one viral video showing hundreds of orders for chicken nuggets.
There are still several challenges to successful AI adoption for chicken vendors, including cost, legal and ethical considerations, and the fact that a human component remains essential. Messaging also plays a crucial role in AI’s effectiveness – the outcome is only as good as its good, she concluded.
Attend the 2025 Chicken Marketing Summit
THE Chicken Marketing Summit 2025 will be held at the DeSoto Savannah in Savannah, Georgia, July 28-30, 2025.
Serving a unique cross-section of the chicken supply chain, the Chicken Marketing Summit explores food marketing issues and trends, as well as consumer consumption habits and purchasing behavior when it comes to chicken.
Registration will open in early 2025.
For more information visit: www.wattglobalmedia.com/chickenmarketingsummit/
