Artificial intelligence (AI) has been gaining a lot of attention in the gastronomy sector lately. On one hand, hoteliers and restaurateurs can provide an improved customer experience, partially automate processes, and reduce costs through AI technologies.
On the other hand, implementing AI technologies can be challenging as they can be used in so many different ways. This article is part of a two-part series on artificial intelligence in the gastronomy sector. While Part 1 explored the current status quo of AI in the food industry, KTCHNrebel will show you in this part how hoteliers and restaurateurs can benefit from AI and what steps they can take to fully leverage its advantages. Additionally, some of the latest developments specifically for the hospitality industry will be highlighted.
AI for Menu Optimization or Menu Descriptions
Back in 2019, KTCHNrebel reported on the Israeli startup Tastewise, which uses AI to identify trends in the food industry. Based on real-time data (social media), menus, online recipes, and other sources, it creates trend reports, analyzes bestsellers, validates new concepts, and generates other insights. This enables restaurateurs to draw valuable conclusions for their restaurant, hotel, or company and, for example, perfectly tailor their menu to their guests. But there’s more. You can now also use voice-based AI like ChatGPT to create descriptions for new or modified dishes that you can use on your website, social media, or menu. After entering the text into the corresponding tool, the tool provides the post. Here is an example of one about a cheeseburger from a trendy sustainable burger restaurant (generated with ChatGPT):
Optimizing Cooking Processes Thanks to Artificial Intelligence
When it comes to food offerings, it also needs to be prepared in the best possible way. As it turns out, artificial intelligence plays a role here too. Markus Paschmann, Member of the Board for Marketing and Sales (CSMO) at Rational AG, emphasizes the role of AI in optimizing professional cooking equipment for the greater benefit of customers. “By combining customer needs and desires, the data provided, and the knowledge of our in-house chefs, AI can already help in the development of new cooking processes.”
This way, it’s possible to quickly respond to industry trends and offer suitable cooking options to restaurateurs. Paschmann also emphasizes that creativity and quantitative data, combined with awareness of the short- and long-term challenges of customers, form the basis for further development of AI at Rational.
Solution for the Lack of Qualified Workers?
A central issue discussed in connection with artificial intelligence is how it could replace human work. Is it perhaps even the solution to the shortage of qualified workers? Will it replace certain professions, and if so, which ones? Or will it create new jobs and enhance existing ones? There is no simple answer to these questions.
On one hand, AI can assist with certain tasks, such as personnel planning, service (via robots), or even training restaurant staff using Virtual Reality, for example.
On the other hand, Oliver Feiler, Head of Market Research at Rational AG, believes that AI has great potential in data processing. “The speed at which AI can collect, deliver, and analyze data is already impressive today. Maintenance and repair of kitchen equipment is an example of a practical application. In this case, you can predict impending failures before they are even recognizable. The restaurateur and/or service technician are notified, and the solution, such as replacing worn parts, is suggested. Wear-related failures can thus be kept to a minimum, if not prevented altogether. This saves both time and money.”
Such a solution will be in even greater demand in the future. On one hand, products are becoming more complex, and on the other hand, there is already a global shortage of technicians who can perform repairs and maintenance at short notice. In the future, AI will be able to quickly and efficiently provide solutions to all error codes to all on-site technicians and perhaps even the restaurateur, without them having to manually search through countless manuals or other documents.
Limits of AI
Regarding recipe development, Feiler emphasizes that the creativity and unique skills of a chef cannot yet be replaced by artificial intelligence. In particular, he recommends verifying AI-generated recipes for plausibility.
The ultimate test by The New York Times, published last November, also confirms something similar. According to author Priya Krishna, the Thanksgiving menu sounded promising but disappointed in execution. Based on feedback from taste testers, the quality of the food ranged from inedible to edible but bland. To this day, AI has not succeeded in writing complete, plausible, and tasty recipes. However, according to the authors, you can definitely already use them as a source of inspiration or gather ideas for customization. That is, AI is evolving.
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