Name: AI 如何幫助品牌更快地識別消費趨勢？ (How AI is helping brands identify consumer trends faster)
Uploaded: 2024-11-23T21:01:20.000Z
Duration: 6 min 43 s

程度副詞

When you go grocery shopping, how do you decide which products to buy, especially when there s so much choice?

當您去買菜時，您如何決定購買哪些產品，尤其是在有如此多選擇的情況下？

基礎被動語態

Maybe it s how the product is packaged, or the ingredients, or maybe you ve bought it before and it tastes great.

也許是產品的包裝方式，也許是產品的成分，也許是你以前買過而且味道不錯。

Finding ways to attract consumers to package goods is the role of the global market research industry, worth an estimated $88 billion in 2024.

找到吸引消費者購買包裝商品的方法是全球市場研究行業的職責所在，據估計，2024 年該行業的產值將達到 880 億美元。

The industry is expected to grow by another $15 billion in the next four years, with artificial intelligence s rise one of the major contributing factors.

預計在未來四年內，該行業將再增長 150 億美元，人工智能的興起是其中一個主要因素。

One company hoping to lead that disruption is AI Palette.

AI Palette 就是一家希望引領這種顛覆的公司。

Before co-founding AI Palette, Somsabra Gan Chowdhury worked in the fast-moving consumer goods industry and worked closely with some of the world s largest consumer packaged goods companies.

在共同創辦 AI Palette 之前，Somsabra Gan Chowdhury 曾在快速消費品行業工作，並與全球最大的幾家消費品包裝公司密切合作。

The challenge that they always have is that consumer preferences are changing faster than ever before and they re not able to keep up or to understand and predict what will be popular say one year from now.

他們始終面臨的挑戰是，消費者喜好的變化速度比以往任何時候都快，他們無法跟上，也無法瞭解和預測一年後的流行趨勢。

That s when I first came across AI and machine learning.

那是我第一次接觸人工智能和機器學習。

As I learned more about it, it became quite obvious to me that it s just a matter of time before AI impacts every industry.

隨著瞭解的深入，我逐漸發現，人工智能對各行各業的影響只是時間問題。

As AI development gathers pace, so does interest from investors.

隨著人工智能發展步伐的加快，投資者的興趣也越來越濃厚。

Venture capital firm 500 Global invests in entrepreneurs who they believe are building game-changing companies.

風險投資公司 500 Global 投資於他們認為能夠改變遊戲規則的企業家。

We caught up with them at Singapore Innovation Conference Switch.

我們在新加坡創新大會上採訪了他們。

Younger entrepreneurs that we re investing in, companies are being rebuilt with AI in mind.

我們投資的年輕創業者，正在以人工智能為核心重建公司。

It can, in an exponential fashion, reduce costs associated with day-to-day business activity that otherwise takes up a lot of time and requires a lot of people.

它能以指數方式降低與日常業務活動相關的成本，否則這些活動會佔用大量時間，需要大量人員。

One of the areas that we looked at was in the space of marketing, product design and creation, product research.

我們研究的領域之一是市場營銷、產品設計和創造以及產品研究。

Get to the market faster with more confidence that the product that you launch will be successful in the market.

更快地進入市場，更有信心所推出的產品能在市場上取得成功。

So today for the companies to launch a product, it takes one to two years.

是以，如今公司推出一款產品需要一到兩年的時間。

And by the time they launch the product into the market, the consumer preferences would change significantly because the way it is done traditionally is by talking to a small sample of people, not only representative of that particular market.

而當他們把產品投放市場時，消費者的偏好會發生很大變化，因為傳統的做法是與一小部分人進行交流，而不僅僅是代表該特定市場。

AI Palette was founded in Singapore in 2018 and its AI platform has been up and running for the past four years.

AI Palette 於 2018 年在新加坡成立，其人工智能平臺已經運行了四年。

Its clients include major food and beverage brands, Diageo, Nestle and PepsiCo, as well as Simrise, a company that works with brands to manufacture ingredients and products in taste, nutrition, health, scent and care.

該公司的客戶包括主要的食品和飲料品牌帝亞吉歐、雀巢和百事可樂，以及與品牌合作生產口味、營養、健康、香味和護理配料和產品的 Simrise 公司。

AI Palette knows very well the needs of companies like Simrise.

AI Palette 非常瞭解 Simrise 等公司的需求。

So the platform, the capabilities are set up and established in the way that we would want to use them.

是以，平臺和功能都是按照我們希望的方式建立和使用的。

Data is pulled from many multiple different sources.

So from social media, from online menus, from product data that is online.

是以，我們可以從社交媒體、在線菜單和在線產品數據中獲取信息。

And this is something that's of a key need for a company like Simrise that we're able to, let's say, easily synthesize what is happening in the marketplace and then interpret that and have an outcome that we can then present to our customers.

對於Simrise這樣的公司來說，這是一個關鍵需求，我們能夠輕鬆地綜合市場上發生的事情，然後對其進行解釋，並將結果呈現給我們的客戶。

Consumer brand like Pringles, they used our platform to understand the preferences for snacks across four different markets, South Korea and Australia, which are very matured and developed markets.

像品客（Pringles）這樣的消費品牌，他們利用我們的平臺瞭解了四個不同市場對零食的偏好，韓國和澳洲都是非常成熟和發達的市場。

And then we have developing markets, Thailand, Indonesia.

然後是發展中市場，泰國、印度尼西亞。

So our AI helped them to understand flavor trends.

是以，我們的人工智能幫助他們瞭解口味趨勢。

And this is that they launched quite a few products into the market.

這就是他們向市場推出了不少產品。

AI Palette has a three-pronged approach to its cross-sectional forecasting, which includes 39 different factors to predict the future trajectory of a trend.

AI Palette 採用三管齊下的方法進行橫向預測，其中包括 39 個不同的因素來預測趨勢的未來軌跡。

So a trend would start in South Korea and it will come to Thailand and that will go to Indonesia and Philippines.

是以，一種趨勢會從韓國開始，然後到泰國，再到印度尼西亞和菲律賓。

The other influences are in terms of like cross-category influence.

So for example, like alcoholic beverages as a category takes a lot of inspiration from non-alcoholic beverages.

例如，酒精飲料作為一個類別，就從非酒精飲料中汲取了很多靈感。

And the final one is the generative AI, which helps us to create product concepts, incorporating the latest consumer trends and in a language which would resonate better with the consumers.

最後一個是生成式人工智能，它可以幫助我們結合最新的消費趨勢，用更能引起消費者共鳴的語言來創造產品概念。

What AI Palette provides for us, we could not do before.

AI Palette 為我們提供的服務是我們以前無法做到的。

We still do traditional consumer research also.

我們還在進行傳統的消費者研究。

If the decision is a significant one, a large the very same consumers and ask questions of them.

如果是重大決定，則應向同樣的消費者提問。

Here in the labs behind me, we still have to taste the product because artificial intelligence cannot do that yet.

在我身後的實驗室裡，我們仍然需要品嚐產品，因為人工智能還做不到這一點。

Our job is not to replace the humans, but to make the lives of the humans better so that they can do their job faster and with a lot more confidence.

我們的工作不是取代人類，而是改善人類的生活，讓他們能夠更快、更自信地完成工作。

The ground in AI is shifting very quickly.

The technology advances at light speed with every few months that go by.

每過幾個月，技術就會以光速發展。

This creates a lot of opportunities for startups to create because this uncertain ground is fertile for innovation.

這為初創企業創造了很多機會，因為這片不確定的土地是創新的沃土。

We look at companies that are building resilient solutions.

我們關注那些正在構建彈性解決方案的公司。

They are tackling big problems that no one is maybe looking at right now or have an innovative way to actually solve.

他們正在解決的大問題也許現在還沒有人關注，也沒有創新的方法來真正解決。

So we think that ground is very, very right.

是以，我們認為這一立場是非常非常正確的。

So companies like AI Palette that take on a very specific sector, those are exactly the kind of companies that we like.

是以，像 AI Palette 這樣專注於某一特定領域的公司，正是我們喜歡的類型。

Along with VC investors, AI Palette has had the backing of the Singapore government, which is committing more than three quarters of a billion dollars to AI development to strengthen its AI ecosystem.

除了風險投資人，AI Palette 還得到了新加坡政府的支持，新加坡政府正投入超過 35 億美元用於人工智能開發，以加強其人工智能生態系統。

What they really loved was that we are trying to disrupt a very large and traditional industry like the CPG industry.

他們真正喜歡的是，我們正試圖顛覆一個非常龐大而傳統的行業，比如 CPG 行業。

The companies are very traditional and there have not been much disruption.

這些公司都非常傳統，沒有出現太大的混亂。

The planning to expand into other types of CPGs, be it home care and also maybe pet care.

計劃將業務擴展到其他類型的 CPG，包括家庭護理和寵物護理。

 We want to be synonymous with this particular category.

我們希望成為這一特殊類別的代名詞。

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AI 如何幫助品牌更快地識別消費趨勢？ (How AI is helping brands identify consumer trends faster)

grocery

tackle

artificial

intelligence