AI in Food Next Level: “You win. Or you learn”

Under the theme ‘AI in Food Next Level,’ organized by Foodindustrie Experts, four prominent speakers shared their insights on the opportunities and challenges of AI. The food entrepreneurs came from all over the country and from equally diverse sectors. There was a lot to learn.

“Artificial intelligence is just math,” began Peter Hulsen, partner at CQM, starting his presentation. “Is that all there is to it…?” I heard someone whisper behind me. From fresh produce, coffee, and the bakery sector to retail, meat, and fish processing, the audience was immersed.

Peter Hulsen explained the differences between machine learning, deep learning, traditional AI, and generative AI while showcasing the spectacular possibilities of these tools. “It’s up to us to explore AI’s potential and seize the opportunities it offers.” To make the complex subject accessible (since not everyone is a math whiz), he presented numerous real-world examples of projects he and his colleagues had worked on. Here’s a selection from that colorful array: At a meat processor: Increasing value from head to tail by aligning supply and demand with operational planning. At a distribution company: Minimizing the number of handling units sent to stores. At a transport company: Intermodal route planning for tank containers, considering loading restrictions, repositioning, cleaning, maintenance, repairs, train and ferry schedules, and more. Humans would go mad trying to handle it all, but with a smart program and the use of AI, the result is an efficient plan.

Hulsen convinced the audience that leveraging Artificial Intelligence can really make a difference. AI can perform tasks that require human intelligence, execute them independently, make decisions, adapt, and continuously learn. “Ultimately, AI is about adding value to your business,” Hulsen concluded. Behind me, I heard murmurs of agreement.

The power of the prompt power method

John Wallbrink, marketing strategist and AI prompt specialist, took over from Peter and introduced the food entrepreneurs to the latest innovations of the prompt power method. He asked one of the attendees to pitch an idea for a new product. As a kickoff, we engaged in a conversation with an ‘AI Agent.’ He then demonstrated, through a live brainstorming session, the possibilities of Chat-GPT’s ‘Advanced Speaking Mode,’ where the virtual AI agent acted as a retailer. The discussion deepened as John posed critical questions to the ‘retailer.’ The session concluded with an ‘Interactive video avatar,’ which highlighted various possibilities and challenges related to the proposed innovation.

Form left to right: Peter Hulsen, John Wallbrink, Adjiedj Bakas en Pieter van den Hoogenband.

Enthusiasm and positivity

John’s infectious enthusiasm for these new AI services spread throughout the room, which buzzed with excitement over the endless possibilities. However, it wasn’t all sunshine and roses. John openly addressed the potential pitfalls, showing how low-quality data can lead to less reliable AI outcomes. He explained that while ChatGPT can assist with strategic decision-making, it can also create dependency, potentially diminishing human expertise. “To get the best results, it’s important to understand that effective AI implementation requires time and training.”

After a short break, trendwatcher Adjiedj Bakas took the audience on a whirlwind journey through the latest trends and developments in food. His rollercoaster of bizarre facts, quirky anecdotes, and sharp observations made people pause and reflect. Some insights were concerning: “After the age of 30, your fat cells become your body’s best friends,” and “The number of eating disorders and cases of depression among young people is rising.” Yet, Adjiedj’s cheerfulness and optimism left attendees focusing on the bright side of the world and the future. “You get your best ideas when you let your mind wander” was my personal favorite.

Taking the plunge

That mental break would have to wait. The final speaker of the day, Pieter van den Hoogenband—Olympic swimmer and Chef de Mission for the Paris 2024 Olympics—took the stage. His presentation, as advertised, was about “how to organize success in sports,” but it was far from a dry lecture. We took the plunge with him as he shared his inspiring and personal story of dreaming big and daring to chase those dreams. Through photos and videos, he gave us a glimpse of the thrill of winning and the drive to turn the disappointment of missing first place into motivation to do even better. He talked about falling, getting back up, and pushing forward—a cycle familiar to both top athletes and food entrepreneurs alike: “You win. Or you learn,” Pieter said.

After this closing session, it was time to relax. People mingled, exchanged ideas, and reflected on the day—with a drink in hand and, of course, some delicious food on their plates. The next edition will take place on November 6, 2025.

Foodindustrieexperts.nl

Photos: ©Marcel van Engelenburg