The recent campaign by Thai snack brand Tasto, “What Emotion Tastes Like,” demonstrates how artificial intelligence can transform consumer engagement by linking emotions to food preferences. Partnering with creative agency CJ WORX, Tasto used AI-powered facial recognition to analyze emotions and translate them into unique flavor-inspired visuals, bridging the gap between mood and taste perception.
While this campaign focuses on snacks, its implications extend to agriculture, where data-driven personalization is gaining traction. According to a 2023 report by McKinsey, 72% of consumers now prefer brands that offer personalized experiences, a trend that agribusinesses can leverage by tailoring crop varieties, food products, or marketing strategies to emotional and cultural preferences.
The Role of AI in Agriculture and Consumer Trends
AI is no longer just a tech-industry innovation—it’s revolutionizing agriculture as well. Precision farming, AI-driven crop monitoring, and predictive analytics are helping farmers optimize yields and reduce waste. Meanwhile, consumer-facing applications, like Tasto’s campaign, highlight how emotional data can shape food demand.
A 2024 study by the World Economic Forum found that AI-enhanced supply chains could reduce food waste by 20%, while personalized nutrition markets are projected to grow at 12.4% CAGR through 2027 (Grand View Research). For agronomists and food producers, this means opportunities to align farming practices with consumer emotions—such as promoting “comfort foods” during seasonal shifts or stress periods.
Could Emotional Branding Work for Farm Products?
Tasto’s strategy shows that consumers don’t just buy products—they buy experiences and emotional connections. For farmers and agribusinesses, this could mean:
- Storytelling in marketing: Highlighting the journey of crops from farm to table with emotional narratives.
- Personalized produce: Offering subscription boxes or AI-recommended food pairings based on mood and lifestyle.
- Sustainable and emotional appeal: Connecting eco-friendly farming practices with consumer values (e.g., “feel-good” organic produce).
The Future of Agri-Marketing Lies in Data and Emotion
Tasto’s AI-driven campaign is more than a snack industry gimmick—it’s a case study in how emotional intelligence and technology can redefine consumer relationships. For agriculture professionals, the takeaway is clear: integrating AI, personalization, and emotional branding could unlock new demand, reduce waste, and strengthen farm-to-consumer loyalty.
As the lines between technology, emotion, and agriculture blur, those who adapt will lead the next wave of food industry innovation.
