Food marketing, making good use of AI to tell stories
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🚀 This article was originally published in “Economic Daily”
In 2025, many marketers will begin to embrace AI. Especially for the food industry, it is not just a technological upgrade, but a revolution about speed, senses and cultural understanding.
Food marketing is not just about promoting products, it is also about taste imagination, a temptation woven together by vision and language. Today, generative AI allows such temptation to enter a new stage of real-time production and mass customization. We no longer need to repeatedly design a bunch of graphics and text for each market. Instead, we can let AI actively understand the context, produce content, and even adjust the message in real time based on consumer feedback.
But the real key is not what the technology can do, but whether the brand can use AI to tell a story faster and more accurately that can be understood and even accepted by consumer groups.
For example, a fast food brand plans to launch an exclusive series of healthy ice products for Generation Z. This is not just a new product launch, but a simultaneous promotion mission across multiple markets such as North America and Asia. They need to produce hundreds of sets of visual materials and film content within two weeks, and these materials must fit the local context, cultural mood and climate characteristics. If you follow the traditional process, you will inevitably face multiple pressures such as long production time, high cost and slow iteration speed.
That’s when they turned to AI. Generative AI tools such as MidJourney, Runway, etc. Through MidJourney, smoothie scenes that match the atmosphere can be generated based on local weather data - for example, tropical fruits and sunshine appear in advertising screens in Thailand, while snowy lakes and blue and white colors appear in Canadian markets, giving the coolness of summer a regional vocabulary. Runway is used to create short videos to present the process of making smoothies. The editing rhythm, soundtrack style and even subtitle style are all actively adjusted by AI based on platform characteristics and target group preferences.
The most amazing thing is how they combine AI with the customer data platform (CDP). Each advertisement is no longer just a general advertisement, but is dynamically adjusted according to user behavior: for example, people who love fitness will see the high-protein version, and vegetarians will receive recommendations for plant drinks. From vision to copywriting, and from senses to data, the originally seemingly ordinary story of ice cream has become more accurate, effective, and full of warmth and emotion.
As a result, not only the advertising interaction rate is increasing, but the cost of material production is also reduced. All this comes from a change in core concepts: content marketing is no longer just a stack of ideas, but a rhythmic mastery that dances with data.
This case tells us that a trend is taking shape: generative AI is no longer just a tool for creativity, but can be the core engine of content strategy.
When AI can generate seasonal product images based on weather changes, and when it can recommend suitable tastes and tones based on user history, it becomes an instant translator between brands and consumers, and a bridge between creative ideas and sustainable implementation.
This kind of marketing method is closer to the core of “situational consumption”. Consumers not only buy products, but also enter a field where senses and emotions are intertwined. The role of AI is to help brands quickly construct this field and continuously adjust the temperature and color.
In other words, AI brings us efficiency and real quantitative improvement; but what brands really need to grasp is the resonance from people’s hearts.
The focus of food marketing in 2025 is no longer just which platform to advertise on, or what materials to use? Rather, “Can this sentence be resonated with by vegetarians who like cats?” “Does this picture make users who have just finished working out want to click on the food delivery app immediately?” Such changes in thinking are the greatest value of AI applications.
If you are a brand marketing person, you may be troubled by this. However, this is not a battle of choosing technology or creativity, but a training ground of whether you can find the intersection of the two and create a taste experience. Because in this era where everyone has a mobile phone and everyone is a market, delicious food may not necessarily sell well, but food with good stories is likely to be deeply rooted in people’s hearts.
Further reading
- Building brand influence in the digital era: A guide to the AI-driven content marketing revolution
- AI action guide to learning and application: A practical manual for professionals
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