In 2023, we began to witness the benefits and risks of artificial intelligence as it descended from laboratories into the realm of mass consumption. What we’ve seen so far in terms of AI potential is likely dwarfed by what it will achieve in the future. The AI revolution inevitably reaches consumers, compelling the food industry to rethink how it communicates with them. Imagine a consumer having access to intelligent data and interpretations about the food they consume simply by placing their mobile phone near the dish. This kind of NIR-based sensor technology is already at our fingertips, and adapting to the consequences—consumers analyzing food while eating, comparing data from mobile phones interpreted by AI with their own sensory experiences of taste, aroma, texture, color, etc.—will likely happen faster than we can comprehend. The internet will be flooded with real-time reviews, overwhelming the analytical capacity of feedback systems emplo...