September 01, 2025
Exploring AI in Future of Food
Joel Andrade’s journey to a PhD has been anything but conventional.
With a background in food science and industry experience across SMEs and major producers, Joel is now exploring how artificial intelligence can transform the consumer experience in food and beverage.
Q: You’ve had a unique path to your PhD. Can you tell us about your career journey?
A: My dream was always to be a chef because I love food and am passionate about making great food. Early on, I was given the good advice to study science and then, if I still loved food, to go down the culinary route. So, I started with a Bachelor’s in medical biotechnology, worked with food manufacturers in the United Arab Emirates and then completed a Master’s in food science and technology at The University of Queensland (UQ). Since graduating, I have spent nearly a decade in industry – starting with Teys Australia and then moving into small- to medium-enterprises (SMEs), which gave me hands-on experience across all parts of the business. Keeping connected to UQ after my Master’s is what eventually led me to doing my PhD through FaBA. And yes, cooking great food continues to be a hobby I pursue with passion.
Q: What is the focus of your PhD research?
A: My PhD explores consumer perceptions of artificial intelligence (AI), specifically how AI can personalise the customer experience. I’m looking at how insights from other industries can be applied to create value for the food and beverage industry, especially for smaller businesses that can struggle to leverage new technologies.
Q: Where do you see the biggest opportunities for AI in food and beverage?
A: AI has huge potential in manufacturing and processing, but I think the real opportunity lies in enhancing customer experience. Many SMEs treat social media and e-commerce as side projects, but these areas are becoming central to business strategy. AI can help businesses better understand and connect with their consumers, which is critical as the market evolves.
As an example, a Queensland beverage start-up used an AI chatbot to manage sales calls and outreach instead of hiring a large sales team. The virtual assistant introduced the product to ~8000 potential customers, handled follow-ups and even closed ~1000 initial orders. Within weeks, the business had reached thousands of prospects and secured strong uptake – all while keeping overheads lean. This shows how AI can scale customer acquisition quickly, though it also highlights that many SMEs are still underutilising similar tools to improve customer experience beyond sales efficiency.
Q: What advice would you give to SMEs looking to take their first steps with AI and digital tools?
A: Don’t underestimate the power of social media and emerging technologies. Even a small investment of time or resources can yield big gains. Use AI to learn more about your customers and improve their experience. Also, tap into the expertise of younger food tech graduates – they’re often eager and well-versed in these tools.
For example, read the reviews on your products and adapt appropriately. If consumers are telling you they drink bottles of your ginger beer when relaxing beside the pool in the sun, you could market it differently to if they are using it as a mixer in a cocktail. Understanding these use cases can drive smarter product development and marketing.
Q: How are consumer expectations changing, and how can businesses keep up?
A: Consumers today want personalised experiences that resonate with them. AI can help businesses understand the specific context of each customer and tailor their value proposition accordingly. FaBA has well known marketing and AI experts who can help you better understand your value proposition to help your business understand your value proposition and, ultimately, grow.