How PepsiCo uses AI to create products consumers don’t know they want
venturebeat.com
5 ideas
·861 reads
19
Learn more about marketingandsales with this collection
The importance of networking in podcasting
How to grow your podcast audience
How to monetize your podcast
A new era of consumer research
PepsiCo uses a tool called Tastewise, which deploys algorithms to uncover what people are eating and why. The AI-driven tool analyzes massive quantities of food data online.
AI collects data that consumers don't report in focus groups.
Through findings from the tool, PepsiCo incorporated seaweed into a flavored savory snack. It's been a top seller since it was brought to the market.
20
405 reads
Data driven social prediction
PepsiCo also leans heavily on Trendscope,
which focuses exclusively on social conversations around food on Twitter, Reddit, blogs, review boards, and more.
The tool considers context and whether or not the conversation is relevant to the business, it measures not only the volume of specific conversations but how they grow over time.
There was a spike in interest around immunity during the pandemic, and PepsiCo used this tool to launch a new line of its propel sports drinks infused with Immunity ingredients.
18
130 reads
From idea to shelf near you
Once the products are developed, there’s still plenty for AI and machine learning to do.
For the launch of Mountain Dew Rise Energy, for example, PepsiCo determined which consumers would be more likely than average to enjoy the drink, and then narrowed it in further to determine a core target.
17
106 reads
Keeping humans in the AI loop
After integrating these technologies, it’s easy to become overly reliant on the data, which can’t always speak to people’s actual motivations.
A recent Pepsi ad, which focuses on the shared human emotions of the pandemic and doesn’t feature any products.
16
101 reads
I’m always making sure there is both a data-driven and a human empathy perspective brought to commercial decision-making.
That is a key role and ongoing challenge for my team
STEPHAN GANS - TEAM PEPSICO
18
119 reads
CURATED BY
Generalist. Great minds discuss ideas, average minds discuss events, small minds discuss people.
More like this
7 ideas
How to spot human bias in the tech your company uses
fastcompany.com
5 ideas
How to Use Massive AI Models (Like GPT-3) in Your Startup
future.a16z.com
Read & Learn
20x Faster
without
deepstash
with
deepstash
with
deepstash
Access to 200,000+ ideas
—
Access to the mobile app
—
Unlimited idea saving & library
—
—
Unlimited history
—
—
Unlimited listening to ideas
—
—
Downloading & offline access
—
—
Personalized recommendations
—
—
Supercharge your mind with one idea per day
Enter your email and spend 1 minute every day to learn something new.
I agree to receive email updates