January AI has created an AI platform leveraging digital twin technology that can predict how consumers will react to different foods without the need for actual consumption. In collaboration with Mars, known for its snack, food, and pet care brands, and through its research division, the Mars Advanced Research Institute (MARI), January AI will use its AI tools to produce new insights that could guide future research and development initiatives.
"Partnering with Mars is a milestone for January AI. We aim to help the food industry leverage generative AI, for increased intelligence generating new insights that can inform product development and increase understanding of consumer responses when consuming various foods," said Noosheen Hashemi, Co-Founder of January AI.
This collaboration merges January AI's sophisticated digital twin technology with Mars’ extensive R&D resources to forecast responses to a variety of foods and formulations. The technology from January AI will analyze and predict interactions and reactions across diverse sub-populations, generating insights that could guide future research and spark innovative opportunities.
By adopting an AI-driven approach to research innovation, Mars and January AI are broadening their understanding of cultural shifts and evolving consumption behaviors related to food and health. This collaboration is set to transform product innovation in the food industry by assessing emerging technologies and consumption trends, ultimately helping to generate fresh ideas and create exciting experiences for current and future consumers.
"This type of innovative and science-driven joint program enables Mars to learn more about the role of AI technologies in our future research and development programs. We are really excited to partner with January AI and look forward to learning much more about this platform and exploring the insights we generate together,” said Darren Logan, VP of Research and Science Discovery, Mars.
