Mattson introduces chief AI officer and new AI-powered innovation tools

By Agroempresario.com

Silicon Valley-based food and beverage innovation firm Mattson has announced the appointment of a chief AI officer and the launch of a suite of AI-enhanced services designed to enhance and accelerate the product development process. Chairman and newly appointed chief AI officer Steve Gundrum explained that while many can use tools like ChatGPT for concept and packaging design, Mattson’s customized AI services through its ProtoThink* cloud-based innovation platform and Food Studio Ideation service offer tailored solutions for food industry professionals.

According to Gundrum, many clients have tried off-the-shelf AI solutions but found them lacking in power and utility. He emphasized that Mattson’s customized models change their perspective entirely by demonstrating the capabilities of AI in their industry. The firm’s holistic innovation approach integrates AI from strategy and insights to ideation, concept development, product development, and commercialization.

Gundrum noted that a significant portion of online content is related to food, either directly or indirectly. Blogs on topics such as long-distance running often discuss nutrition, and travel blogs frequently cover dining experiences. He highlighted that AI can quickly synthesize vast amounts of such information, providing valuable insights.

Mattson’s AI-powered assistant ‘Leo’ and customized AI personas are part of a series of tools aimed at enhancing and speeding up the innovation process. These tools enable the development of concepts at a fraction of the cost of traditional methods. Gundrum mentioned that ProtoThink AI performs much of the heavy lifting in the background, allowing users to interact with the AI models naturally and achieve impressive results.

Inexperienced AI users often treat AI like a search engine, resulting in subpar responses. Gundrum explained that Mattson’s custom models are highly focused and curate responses in a way that makes sense to food industry professionals, speaking the language of food. For instance, in a dairy category project, AI-powered food scientists with decades of experience can provide far more insightful responses.

The company optimizes its models to emulate experienced professionals, such as an instructor at the Culinary Institute of America with 20 years of experience or a chef specializing in seafood. This approach ensures that when prompts are input, the responses are highly relevant and valuable, unlike those from generic AI models.

Mattson also creates AI-generated target consumers that clients can interact with, or observe interacting with other AI-generated peers. These interactions, which can range from discussing pizza preferences to managing a keto diet, often yield deeper insights than traditional focus groups at a fraction of the cost and time.

For example, Gundrum simulated therapy sessions between a 42-year-old woman using Ozempic for weight loss and a therapist helping her work through her issues. This method revealed intimate insights that might not emerge in standard focus group settings.

Since its launch in December 2023, the AI-powered assistant Leo has led clients through structured ideation processes, asking targeted questions and analyzing market trends and consumer behaviors. ProtoThink AI also assists clients in developing TURF analyses (Total Unduplicated Reach and Frequency) to optimize their offerings for maximum market penetration and effectiveness.

Gundrum noted that while large CPG companies vary in their use of AI, larger firms tend to move more slowly in adopting new technologies. He observed that companies are striving to be more nimble and agile, akin to startups, to bring products to market more quickly and integrate AI into their processes effectively.

Mattson will host sessions at its HQ in San Mateo on September 10, and at its Chicago offices on October 1, allowing guests to create new food or beverage concepts using its ProtoThink AI tool.