AI Brings Precision To The Future Of Sustainable Food Marketing

Food & DrinkAI Brings Precision To The Future Of Sustainable Food MarketingByDaphne Ewing-Chow, Senior Contributor

Forbes contributors publish independent expert analyses and insights

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 nology 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 ve 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

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 the EU Green Claims Directive and evolving ESG disclosure rules in the U

Are among the most powerful drivers of this shift

Valentin Saitarli, CEO of AI nology firm PRAI Inc

Says that his company expects brands to

Valentin Saitarli Consumers Demand Transparency “Consumer trends strongly support sustainable ducts, with studies consistently showing that the vast majority of Millennials and Gen Z consumers prefer brands committed to environmental responsibility,” says Saitarli

A survey duced by global strategic consulting firm, L

Labeling and packaging helps guide sustainable choices, with half of consumers conveying willingness to pay more for sustainable food and beverage ducts

Tamsin Deasey Weinstein, a strategic advisor specializing in the application of AI across sectors and agrees that messaging is key. “Consumers are no longer satisfied with vague claims ducts being sustainable, healthy, or environmentally friendly,” she says. “They want the facts. ” This demand for transparency has become a key opportunity for marketers

Consumers value transparency claims that focus on environmental impact, versus other factors such as manufacturing cess and duct 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 North Star Carbon Management and Samsara help the company track emissions and optimize dery logistics— linking sustainability marketing and traceability

The key, he says, 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, for example, found that emotionally charged storytelling can significantly boost consumer interest in sustainable chocolate

Companies are using generative AI to create immersive digital content, such as s, 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, developed in partnership with Intuitive AI

Installed above smart recycling bins, the playful system uses computer vision and real-time back to guide users on how to perly dispose of their waste, encouraging correct ing through an entertaining, game- interface. “PepsiCo is offering Oscar as part of our award-winning pep+ Partners for Tomorrow platform that brings scaled sustainability capabilities to our customers,” says Emma Stradling, Senior Director of Sustainability for PepsiCo Beverages North America

While moting sustainability, the system also serves as a subtle but effective advertising tool: it reinforces PepsiCo’s environmental values at the exact moment of duct disposal

Saitarli says that 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 ducts, and they could represent up to 30% of all green branding expenditures by 2030,” he notes. “Giants Unilever and Nestlé have started tapping AI tools to better target sustainability messages, a strategy that has yielded measurable gains in market 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 motes sustainability but is itself more resource-efficient

The apach supports Unilever’s wider goals of reducing environmental impact, encouraging responsible consumption, and advancing social good through smarter, -driven storytelling. “AI is at the heart of this transformation that transcends traditional duct motion by weaving in storytelling, immersive experiences and advanced personalization,” observes Deasey-Weinstein

AI algorithms can segment audiences based on values, purchasing behaviors, location and even sentiment, allowing brands to der custom sustainability narratives that feel relevant and trustworthy

Whether it's moting regenerative agriculture practices to eco-conscious shoppers or highlighting plastic-free packaging to coastal communities, precision is key

Here, AI can serve as a double-edged sword

On one hand, it can cess 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

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 cesses into their AI systems, ensuring that sustainability messaging is not just data-driven but also ethically sound

Reers such as those at the Cognition, Narrative, and Culture Lab at Florida International University are 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 in their marketing campaigns, 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 food branding. ” Editorial StandardsRes & PermissionsLOADING PLAYER.