Where will the food and beverage industry go in the future?

Coca-Cola plans to patent its character-recognition APP using artificial intelligence (AI) technology and will use it to encourage consumers to scan and input rewards codes and foster company loyalty, according to an application received by the world intellectual property organization.

Coca-Cola said in its international patent application that the system can read the low-resolution multi-character PIN codes on product bottle caps and cardboard boxes.
The beverage giant first filed a patent application in the United States last February and now wants to apply for international patents.
The reward APP, which applies for international patents, was launched last year.

Provide "commercial reliable results"

The company said that the traditional optical character recognition system (OCR) system had "commercially reliable results", often due to problems such as poor camera resolution, light and shadow, and even beverage stains that blocked part of the code, resulting in a complete code read failure.

The result is that many food and beverage marketers are reluctant to trust and invest in existing systems, which can lead to negative feedback from consumers.

According to Coca-Cola, the system allows consumers to manually add any characters that have not been properly scanned, whether by typing or speaking.
Importantly, the system can read and recognize printed code in various formats, such as code that spans multiple lines or compression.
The code information, together with any consumer feedback or input, is sent to a neural network that can "train in an active learning mode to improve future image processing."

Smart neural networks can then be downloaded to local servers or participating consumer mobile devices to simplify future scanning.

The future of packaging?

According to tetra, interactive packaging, including code and data capture, is the future, especially for Latin America.

Alexandre DE Souza Carlvalho, director of global marketing services for Tetra Pak, believes that consumers in Latin America are increasingly connected to technology and open to participating in brand activities through packaging.

"" the big trend now is to have unique code on the wrapper.
Now QR codes and data matrix codes go beyond barcodes, but the new trend is to have unique code because it can drive consumers and create new experiences for them."
For example, linking scans to apps offers "new possibilities" for food and beverage brands that want to launch campaigns or offer consumers alternative rewards or points to spend elsewhere.

Coke recently announced a $1.2 billion investment in Argentina to upgrade its production facilities and to build new production lines between 2019 and 2021.

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