AI solution customizes consumer experience through smart data reading

A solution developed for the Perdigão Chatbot, the food brand most chosen by households in Brazil¹, is the world's first in the food sector capable of reading user-shared audio, photos, and text messages to identify ingredients and, based on the collected information, create personalized recipes. Executed by the Perdigão brand and the Marketing and CRM areas of MBRF in partnership with Marketdata&Match, DTI, and WPPFLOW, the tool aims to enhance the consumer experience by seamlessly connecting technology and convenience, offering greater practicality and accessibility.

“MBRF has a permanent commitment to quality and consumer needs — this is what keeps our brands synonymous with trust and excellence. Perdigão is an example of this trajectory. Remaining relevant for over 90 years requires constant innovation, and it is this pioneering spirit that guides every evolution of the brand, including its digital front. With this new solution, Perdigão reinforces its vocation to innovate and enhance the consumer experience, uniting technology, flavor, and human relations in an intuitive and inspiring way,” states Luiz Franco, Marketing and Innovation Director of MBRF.

The consumer journey begins with the recognition of information sent by users via the Perdigão Chatbot. If the interaction occurs via audio, the technology utilizes the Speech-to-Text feature from the Google Cloud Platform, which performs automatic speech transcription. Subsequently, the Gemini 2.5 Flash model, also from Google Cloud, analyzes the content and identifies important patterns, personalizing the experience. In this process, the system highlights key elements such as mentioned ingredients, type of occasion, number of people, and available preparation time.

In image-based interaction, the technology goes beyond basic ingredient recognition. The implemented model is capable of identifying visual details, generating insights not only useful for creating culinary suggestions but also for understanding behavioral and consumption preferences.

After collecting and interpreting all the information, the system uses the Perdigão API to search for and deliver the most suitable recipe for each user's profile and context. For Ramon Finelli, Director of New Business at DTI, this innovation elevates the consumer experience to an unprecedented level, leading globally the convergence between conversational marketing and artificial intelligence to transform consumption into a personalized, interactive experience that reduces food waste. “This solution highlights how artificial intelligence has the power to transform everyday interactions, adding value to the consumer journey by offering more practical, personalized experiences connected to the audience's needs,” concludes Ramon.