Latest news with #ValentinSaitarli
Forbes
07-07-2025
- Business
- Forbes
AI Brings Precision To The Future Of Sustainable Food Marketing
Food and consumer goods companies are rapidly embracing artificial intelligence to refine their green marketing strategies, as investments in sustainable food and branding are set to surge globally in the years ahead. By 2030, spending on sustainability-focused advertising could reach $225 billion annually, up from an estimated $75 billion today, according to Valentin Saitarli, CEO of AI technology firm PRAI Inc. 'Given rapid growth in global ad spend, coupled with growing regulatory demands, shifting consumer preferences and intensifying competition, we anticipate brands will dedicate 10–15% of their marketing budgets specifically to sustainability messaging by 2030,' says Saitarli. 'That would represent roughly $130–225 billion annually.' This shift comes at a time when sustainability is no longer just a niche concern. From multinational food companies to emerging plant-based startups, brands are racing to prove their green credentials, not only to meet compliance standards, but to capture the loyalty of a generation that equates sustainability with quality and ethics. Tastewise, an AI-driven consumer intelligence platform for the food sector, says that 'Brands that focus on sustainable practices— from eco-friendly packaging to ethical sourcing— are gaining favor with consumers. AI helps brands communicate these practices effectively by analyzing which sustainability messages resonate most with their target audience.' Behind the scenes, machine learning models scan millions of data points from social media, online reviews, recipe searches and product feedback to identify trends in real time. These insights allow brands to move beyond generic sustainability slogans, tailoring messages to the specific values of different consumer segments. Saitarli, who previously held roles at Apple and Infosys Knowledge Institute and now lectures on AI at Florida International University, says regulatory frameworks like the EU Green Claims Directive and evolving ESG disclosure rules in the U.S. are among the most powerful drivers of this shift. Valentin Saitarli, CEO of AI technology firm PRAI Inc. 'These new rules are pushing brands to increase transparency, with sustainability communication budgets expected to rise by as much as 25%,' he says, noting that this regulatory pressure is being amplified by growing consumer demand for accountability. Consumers Demand Transparency 'Consumer trends strongly support sustainable products, with studies consistently showing that the vast majority of Millennials and Gen Z consumers prefer brands committed to environmental responsibility,' says Saitarli. A survey produced by global strategic consulting firm, L.E.K. Consulting found that, globally, 93% of consumers now consider sustainability important to their lives and personal values— an increase of 6% since 2019. Clear labeling and packaging helps guide sustainable choices, with about half of consumers conveying willingness to pay more for sustainable food and beverage products. Tamsin Deasey Weinstein, a strategic advisor specializing in the application of AI across sectors and markets agrees that messaging is key. 'Consumers are no longer satisfied with vague claims about products being sustainable, healthy, or environmentally friendly,' she says. 'They want the facts.' This demand for transparency has become a key opportunity for marketers. According to a Tastewise survey on 'Consumer Perceptions of Food Branding in the Digital Age,' more than 85% of U.S. consumers value transparency claims that focus on environmental impact, versus other factors such as manufacturing process and product traceability. That desire for clarity is pushing companies to rethink not just what they say, but how they say it. In this landscape, responsiveness and authenticity matter more than ever. Clover Sonoma weaves sustainability into its brand, from USDA Organic and animal welfare ... More certifications to recyclable packaging that displays its environmental commitments. Behind the scenes, AI-powered tools like North Star Carbon Management and Samsara help the company track emissions and optimize delivery logistics and traceability— turning sustainability marketing into measurable action. Sustainable Food Storytelling And Experiences Research from Deloitte, cited by Saitarli, indicates that blending AI insights with human storytelling can boost consumer trust and brand engagement by up to 50%. The key, he said, is harnessing AI to create compelling narratives grounded in credible data— stories that resonate with consumers who increasingly prioritize environmental responsibility. When paired with human voices, such as farmers, supply chain workers or climate advocates, these tools can evoke both trust and empathy. This fusion of science and emotion is at the heart of a growing number of successful campaigns. A recent study found that emotionally charged storytelling can significantly boost consumer interest in sustainable chocolate. When over 2,000 participants viewed social media videos about cocoa production, those exposed to emotionally framed messages, highlighting issues like child labor and deforestation, were more willing to pay a premium for chocolate labeled as sustainably sourced. Companies are using generative AI to create immersive digital content, such as videos, social media stories or virtual experiences, that highlight sustainability messages. PepsiCo, for example, is turning recycling into an interactive experience through a new AI-powered initiative called Oscar Sort, developed in partnership with Intuitive AI. Installed above smart recycling bins, the playful system uses computer vision and real-time feedback to guide users on how to properly dispose of their waste, encouraging correct sorting through an entertaining, game-like interface. While promoting sustainability, the system also serves as a subtle but effective advertising tool: it reinforces PepsiCo's environmental values at the exact moment of product disposal. 'The stakes are particularly high in consumer packaged goods and retail sectors. Already, more than 40% of growth in these industries comes from sustainability-marketed products, and they could represent up to 30% of all green branding expenditures by 2030,' Saitarli notes. 'Giants like Unilever and Nestlé have started tapping AI tools to better target sustainability messages, a strategy that has yielded measurable gains in market share and consumer trust.' Unilever's in-house creative agency, U-Studio, is helping drive the company's sustainability agenda by using AI to power purpose-led marketing. By analyzing and reusing the most effective elements from past campaigns, U-Studio creates content that not only promotes sustainability but is itself more resource-efficient. The approach supports Unilever's wider goals of reducing environmental impact, encouraging responsible consumption, and advancing social good through smarter, tech-driven storytelling. AI is at the heart of this transformation that transcends traditional product promotion by weaving in storytelling, immersive experiences and advanced personalization. AI algorithms can segment audiences based on values, purchasing behaviors, location and even sentiment, allowing brands to deliver custom sustainability messages that feel relevant and trustworthy. Whether it's promoting regenerative agriculture practices to eco-conscious shoppers or highlighting plastic-free packaging to coastal communities, precision is key. According to Saitarli, 'Brands deploying AI-driven analytics and personalization platforms have seen their marketing effectiveness improve by around 40%. Advanced targeting helps engage eco-conscious consumers more precisely, boosting loyalty by 25–35%.' The Risk Of Greenwashing But as the push for green marketing accelerates, so too does the risk of greenwashing, where brands make exaggerated or false environmental claims. Here, AI can serve as a double-edged sword. On one hand, it can process complex data across supply chains to verify sustainability claims, offering a powerful defense against credibility risks. On the other, without human oversight, AI tools alone could inadvertently amplify misleading narratives. Kantar's Sustainability Sector Index reveals that, while most consumers believe companies should address social (74%) and environmental (64%) issues, over half (52%) say they've encountered misleading claims about brands' sustainability efforts. This tension underscores the need for strong ethical frameworks in AI deployment. 'The balance between AI and human oversight is critical,' Saitarli warns. 'AI can process information up to 10,000 times faster than humans, but ethical behavior and emotional resonance remain essential to consumers. Brands that effectively integrate AI's precision with human judgment achieve significantly greater impact in their sustainability efforts.' Industry leaders are beginning to respond by embedding audit tools, third-party verification and review processes into their AI systems, ensuring that sustainability messaging is not just data-driven but also ethically sound. Researchers such as those at the Cognition, Narrative, and Culture Lab at Florida International University are developing advanced AI tools to identify disinformation campaigns that use narrative persuasion to influence public perception and behavior. Ultimately, Saitarli argues, companies that integrate AI effectively while maintaining transparency and ethical rigor will not only navigate rising scrutiny but also build lasting loyalty among consumers eager for brands that match their environmental values. 'Optimal integration of advanced analytics with authentic human input,' he said, 'will define the next generation of sustainable branding.'
Mint
21-05-2025
- Automotive
- Mint
Will AI empower the PR industry or create endless seas of spam?
Public-relations agencies email reporters every day with suggestions to cover their clients, but this pitch from March stood out from the flood with its unusual subject line: 'You care more about Tesla than a cancer killing thousands." The email went on to scold U.S.-based reporters for giving priority to Tesla earnings news and celebrity gossip over the work of Mainz Biomed, a German firm that develops tests for colorectal cancer. After rattling off statistics about increasing cancer rates, it stated, 'This isn't a future problem. It's happening right now. But you wouldn't know, because you've been covering crap that doesn't matter. Do better." This pitch was generated entirely by an artificial intelligence tool called PRAI, which suggested getting reporters' attention by combining the well-known Tesla name with a confrontational tone, according to Valentin Saitarli, who is chief executive of PRAI and managing director of Exclusive PR Solutions, a public relations firm that represents Mainz Biomed. It succeeded in generating attention—and hostility. 'This was an extremely efficient pitch and made lots of people angry, very angry," Saitarli said. 'We just wanted to showcase the product and invite to interviews, but we were attacked by so much hate." Mainz Biomed didn't respond to requests for comment. Is this the future of public relations? The email is an extreme example of AI being applied to PR without proper human oversight, according to communications veterans. But the field is already being changed by AI in other ways. Nearly every major PR firm has named an AI leader, and they have also developed a range of proprietary tools. Edelman, the largest global PR firm by revenue, has built a 'generative engine optimization" tool to improve clients' image among large language models as search results become less about driving clicks than maintaining reputations. When a client is the subject of negative headlines, the PR firm Golin can use AI to track more real-time responses and test potential responses on synthetic focus groups created by large language models, said Jeff Beringer, chief AI officer at the agency, part of Interpublic Group of Cos. The rise of generative AI has also facilitated a new wave of startups that automatically generate news releases and emails or cater to more niche PR functions. PodPitch was specifically designed to help communications professionals land their clients on podcasts, said co-founder Neal Shulman. Its product uses AI to match users' topical keywords with transcriptions from thousands of podcast episodes and generate personalized pitch emails based on clients' qualifications and the shows they are targeting, Shulman said. Big companies are also deploying AI for their own PR, communications and promotional activities. Microsoft last year developed a generative AI interface that summarizes mentions of Microsoft in news stories, podcasts and social-media posts so its communications team can more quickly develop a response strategy, said Steve Clayton, vice president of communications strategy at Microsoft. The company also uses its Copilot AI tool to develop social-media posts, conduct research and prepare executives for public speeches, but never releases any sort of AI-influenced content without thorough human review, according to Clayton. 'We're using it more as an input into the process than an output from the process," he said. When food delivery service Grubhub conducted research for a 2024 promotion that focused on meals for women who had just given birth, survey respondents rated sushi and shellfish as their biggest cravings. But when Grubhub used AI-powered facial recognition technology to scrutinize participants' expressions, they saw much greater enthusiasm for cold cuts and sandwiches. Grubhub subsequently edited the campaign's main video to include more comfort foods. 'You get a much better, more honest read on how they were feeling about that content versus what they say, because, you know, people are liars sometimes," said Dave Tovar, Grubhub's senior vice president of communications and government relations. AI has complicated the jobs of PR people as well. The technology made email outreach less effective by encouraging an ever-larger deluge of spam messages, according to Nick Toso, CEO and co-founder of Rolli, a tool that connects reporters with subject matter experts for their stories. It has also increased the prevalence of artificial 'experts" designed to trick journalists into quoting their commentary and boosting affiliated businesses' search engine rankings, said Toso, who was previously Washington, D.C., bureau chief and senior producer at CNN's Spanish-language division. Rolli uses AI tools and a team of human researchers to validate experts' identities and qualifications through extensive reviews of their articles, social-media posts and résumés, said Toso. 'If we're trying to tell people who the reliable sources are, we should also be able to tell them who the unreliable sources are," he said. PR shops can similarly vet influencers for clients more quickly by using AI to review years' of content, thereby ensuring that no past posts or comments could derail a brand's campaign. Some communications professionals remain skeptical that AI can encroach upon the discipline as quickly or as thoroughly as it has in the case of advertising. Communications relies more heavily on the nuances of one-on-one engagement between real humans, according to Wendy Zajack, adjunct faculty at Georgetown University's McDonough School of Business. Automation and AI-generated content risk getting in the way of that, according to Zajack, and bothering journalists to boot. 'I do feel like we might see an allergic reaction to some of this in terms of seeking out really interesting, individualistic content and messaging, because we have just been inundated with a lot of crap," she said. Write to Patrick Coffee at
