ITC Uses AI to Offer Consumers Virtual Dairy Farm Tours to Maintain Transparency

• Blockchain Council
• September 13, 2024

In a world where technology continually evolves and shapes our daily lives, ITC Limited, a prominent Fast-Moving Consumer Goods (FMCG) company, has embarked on a journey to leverage Artificial Intelligence (AI) to not only strengthen its product portfolio but also provide consumers with unprecedented transparency. The company is embracing technology across its product value chain, revolutionizing the way consumers perceive and interact with its dairy products.

Under pilot programs within its dairy business, ITC is harnessing the power of AI tools to monitor the health of cows, as well as employing cutting-edge technologies to assess the authenticity of its products, all while offering consumers detailed product report cards.

Sanjay Singal, the Chief Operating Officer for the Dairy & Beverages cluster of ITC’s Foods, explains the innovative approach, “Our consumer data hub is powered by AI engines to segment consumers at scale and understand their needs. ITC’s Sixth Sense, our sensing engine, has a team that listens to social conversations and gathers insights for all our brands. They are using AI tools to generate contextual communication for our brands. There are applications that we are yet to deploy that can provide the farmer with the health of the cows using simple AI tools. The farmer can take a picture of the cow, scan it, and it will provide information on any disease or malnutrition of the cow. We are yet to roll out the application. The company is utilizing digital technologies starting from the source.”

The process doesn’t stop there. ITC, known for its fresh milk and dairy products under the Aashirvaad Svasti brand, employs stringent digital scrutiny to ensure the quality of its milk and prevent adulteration. Singal adds, “Our fresh dairy business is in East India, including Bihar, West Bengal, and Jharkhand. We do not have organized farms for milk and work with nearly 13,000 farmers from whom we buy milk twice daily. We use technology wherein when the farmer comes to the village procurement center to sell milk, we use equipment to test the basic features of the milk. We track the transport of the milk live by maintaining a temperature of four degrees throughout the supply chain from the village to the factory. To address the concern of adulteration, we have provided codes and a WhatsApp number on the milk packets wherein once entered, the consumer can get the report card on the quality of the milk.”

But ITC’s innovation doesn’t stop at ensuring quality and authenticity; they have taken an extra step to engage consumers on a personal level. Through their Aashirvaad Svasti Organic Ghee, the company provides consumers with a virtual tour of their farms, offering a behind-the-scenes look at the manufacturing process of their products.

“We introduced Aashirvaad Svasti’s Organic Ghee and were clear that organic is the way to go. We went across the country to get authentic organic butter and organic milk to make ghee. The consumers are provided with a QR code on the product which when scanned will give a virtual tour of the organic farm. The customers can see the health of the cows, and what the cows are fed. There are no fertilizers used in growing the fodder for the cows and no chemicals used in the cleaning process. The entire process can be seen through the virtual farms,” shared Sanjay Singal.

In a world where trust and transparency are paramount, ITC’s approach allows consumers to connect with their products on a deeper level, fostering trust and loyalty. With AI-driven insights, consumers gain access to valuable information about the origin and quality of their dairy products, setting ITC apart from its competitors.

The use of AI in ITC’s dairy business reflects a broader trend in the FMCG industry, where technology is becoming increasingly integrated into every aspect of production and distribution. The ability to provide consumers with real-time data and immersive experiences through virtual tours demonstrates ITC’s commitment to staying at the forefront of innovation.

As AI continues to revolutionize the business landscape, its impact on higher education cannot be overlooked. Educational institutions around the world are grappling with the challenges and opportunities presented by AI. It has become imperative for educators, administrators, and students to adapt to this technological shift.

The Instructional Technology Council (ITC) recognizes the significance of AI in education. At a recent board retreat, ITC members engaged in discussions about the role of AI in higher education. The resulting initiative, the AI Affinity Group, aims to address the changing educational landscape by establishing best practices for distance education instruction and fostering a dialogue on AI’s impact on various aspects of education.

Dennis Natali, a member of the AI Affinity Group, emphasized the urgency of mastering AI, stating, “If you don’t already know how to use or regularly use generative AI, you are way behind.” The group acknowledges the dynamic nature of AI, recognizing that continuous learning and adaptation are essential.

As higher education institutions embrace AI, similar to ITC’s integration in its dairy business, they strive to provide students with cutting-edge tools and experiences. AI has the potential to enhance personalized learning, streamline administrative tasks, and contribute to more data-driven decision-making.

However, ethical considerations are paramount. Questions about the ethical use of AI in education, its impact on faculty and administrators, and the development of appropriate policies must be addressed. The AI Affinity Group’s database of shared policies will serve as a valuable resource for institutions seeking guidance in navigating the ethical implications of AI in the classroom and beyond.

The parallel journeys of ITC in the FMCG sector and the AI Affinity Group in higher education underscore the significance of embracing AI as a catalyst for positive change and innovation across industries.