PHOENIX – Leaders in the producing industry offered examples of how they are leveraging artificial intelligence in their businesses and agreed that we are still in the learning phase of implementing new technology.
International Fresh Fruits and Vegetables Association BB #:378962 hosted AI sessions at both the Consumer Connection Conference and Retail Conference in Phoenix from April 29th to May 2nd.
At Consumer Connection, Brianna Shales, marketing director at Stemilt Growers BB #:113654, said they use AI to start creative sessions, which gives everyone a head start on brainstorming.
For example, she said the AI created some visual and graphic ideas for the packaging, and marketers took it from there.
Stemilt also uses AI for tasks that are time-consuming or tedious, such as video editing, she said.
Maria Stantheil, social media manager at IFPA, said AI is being used to automate social media posts.
Mary Heslep, senior vice president at Ten Acre Marketing, said she thinks of AI like an intern.
“Give them a task, fix it, refine it, and they will learn from it,” she said.
At the Retail Conference, Robert Veilleux, director of production at Gelson's Markets BB #:113119, said retailers are using AI in two key areas.
First, use AI to analyze which customers use loyalty cards and which customers use loyalty cards to shop at competitors.
“We know when our customers shop elsewhere, what they buy and why they buy,” he said.
But Veilleux said it was still up to retailers to address this.
“Information is great, but it’s useless if you don’t respond to it,” he said.
Veilleux said Gelson's also uses AI in its distribution centers, including autonomous drones that fly around and capture inventory data in real time.
“This becomes a living document and helps with ordering and market development,” he said.
Veilleux said AI has become a great tool in both areas, but people with in-store experience still need to make decisions and plan strategies.
