SPC Baskin-Robbins is accelerating its digital transformation by utilizing artificial intelligence (AI) in product development, customer engagement, and personalized recommendation services. Under the leadership of CEO Heo Hee-soo, the company is expanding the application of AI across its product offerings and in-store experiences.
According to Baskin-Robbins, the company is conducting product research and development using AI at its innovative store, 'Workshop,' which opened in February 2024. The Workshop serves as a space for researching and experimenting with new products and services, operating an 'AI NPD (New Product Development) system' that employs generative AI. This system integrates AI into various stages of product development, from idea generation to concept planning and flavor combination reviews.
A notable product developed through AI NPD is 'Tropical Summer Play,' launched in collaboration with Google Play. This flavor, the first of its kind developed using AI among Baskin-Robbins locations worldwide, was conceived based on ideas suggested by the generative AI 'Gemini.'
'Tropical Summer Play' combines orange, apple, and mango sorbet with passion fruit sorbet, inspired by the colors of the Google Play logo. AI was utilized to select colors for the product and to determine flavor combinations that complement each color.
At the Cheongdam store, which opened last year, products developed with AI are being sold. The 'Omija Orange Sorbet' was created based on the AI chatbot's suggestions for a flavor representing 'a uniquely Korean fruit for summer,' while 'Si.Crit.' was developed from the chatbot's concept of expressing 'past, present, and future.'
Baskin-Robbins has also integrated AI into its consumer participation model. The 'Gray Taste Contest,' now in its eighth year, invites consumers to propose ice cream recipes, with selected ideas being turned into actual products. Since last year, participants have been able to interact with an AI chatbot to refine their desired flavors and concepts.
Recently, the company has expanded its use of AI to offer services tailored to individual preferences. The 'Baskin-Robbins app,' launched last year, employs AI-driven data analysis to understand customers' past purchase histories and preferences, recommending flavors and related products accordingly.
A Baskin-Robbins representative stated, "AI technology is becoming a key tool that innovates not just product development but the overall customer experience. We will continue to combine digital technology with brand competitiveness to provide customers with even more special and differentiated experiences."
* This article has been translated by AI.
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