Insights from the TraceGains Hamburg Get-Together show that the value of AI in the food industry comes when it’s treated as both a tool and a strategy. Key takeaways include:

• Treating AI as a quick fix creates silos instead of solving them
• Judgment and human expertise remain essential alongside AI
• Reliable outcomes depend on trustworthy, well-structured data
• Food safety is a continuous commitment, not a box to check
• Compliance becomes easier with AI when trust underpins the process
• Sustainability is now central to decision-making, but compliance remains complex and data intensive

The conversation around AI in the food industry is louder than ever, and at an exclusive TraceGains Get-Together in Hamburg, food and beverage leaders admitted what few say out loud: most companies aren’t ready. For all the buzz about digital transformation, entrenched silos, cultural resistance, and legacy habits still hold the industry back. 

The data confirms it. A TraceGains survey found that while 82% of food and beverage leaders prioritize tech adoption, only 6% have fully integrated digital systems. The hardest fight isn’t buying new tools, but convincing people why they matter.

AI only raises the stakes. It promises to reshape how companies innovate, manage risk, and work smarter—if it’s treated as both a strategy and a tool. Leaders in Hamburg agreed: AI is not there to replace people, it’s there to guide them, point them in the right direction, and help unlock the potential of their expertise.

The Hamburg Get-Together centered on Data Dominance – Unifying Data to Drive NPD, Food Safety, and ESG, with participants exploring how breaking down data silos and advancing digital maturity can transform the industry. From those discussions emerged clear perspectives about the role of AI. Here’s how food leaders framed the takeaways across core themes shaping the future of F&B.

More than a tool: Why AI demands strategy

Participants stressed that AI can’t be approached like a plug-and-play IT project. If it’s not part of the business strategy, it won’t stick. Leaders must connect AI directly to big-picture priorities: food safety, compliance, sustainability, and speed to market so adoption feels less like a “tech push” and more like a strategic necessity.

TAKEAWAY: Companies that treat AI as a tactical fix will only create new silos.

Supporting, not replacing, human expertise

Several attendees raised concerns about over-reliance on automation, where teams stop questioning results. The consensus? AI should automate repetitive tasks and surface insights, but decisions must remain human. AI can point north, but people still need to read the terrain and navigate the path forward.

TAKEAWAY: AI is powerful, but human judgment still matters.

Breaking down silos with smarter data 

Departments still rely on different sources, duplicating work and generating conflicting results. Until leadership addresses silos with shared KPIs, transparent dashboards, and cross-functional collaboration, AI will amplify confusion instead of creating clarity. Breaking down silos must come first, then AI becomes an accelerator.

TAKEAWAY: AI is only as good as the data feeding it.

AI and food safety: A continuous pulse, not a monthly audit

In factories with thousands of employees, risks escalate by the minute. Leaders envisioned a future where AI-powered HACCP plans update in real time with recall data, consumer complaints, and shop-floor observations. The goal isn’t to replace human expertise but to capture it, connect it to broader data, and empower faster, smarter action.

TAKEAWAY: Food safety can’t be a box to tick; it must be constant.

Supplier data, compliance, and traceability 

Managing supplier forms, certifications, and audits is still a “nightmare.” Leaders saw potential for AI to streamline data validation and even flag risks before they happen. But success hinges on balance: regulators want transparency while companies must protect proprietary information. Trust and open communication remain as critical as the technology itself.

TAKEAWAY: AI can simplify compliance, but not without trust.

Balancing innovation with human creativity 

The bottleneck between R&D and production remains a major drag on speed to market. Leaders agreed AI can help by automating approvals, reducing delays, and supporting regulatory compliance. But creativity, intuition, and organizational knowledge are still essential. AI should clear obstacles so people can focus on what they do best: creating.

TAKEAWAY: AI should smooth the path for innovation, not dictate it.

Sustainability and the data tsunami

Regulations like EUDR and CSRD are flooding companies with reporting demands, embedding sustainability deeper into decision-making but also making compliance increasingly complex. Market realities often clash with sustainability goals, with price still the primary factor for consumers.

Roundtable discussions concluded that reliable sustainability data remains hard to collect and standardize. Many brands are now focused on filtering, connecting, and aligning sustainability data from the supply chain with ingredient data—making reporting less resource-heavy and enabling smarter, faster decisions that drive meaningful progress toward sustainability goals.

TAKEAWAY: Collaboration across QA, procurement, and operations is essential to balance sustainability priorities.

AI is a journey, not a shortcut

The Hamburg Get-Together made one thing clear: AI in the food industry isn’t a silver bullet. It’s a tool, yes, but it’s also a strategy. Success depends on building trust, integrating data, aligning incentives, and making AI a partner rather than a replacement.

Leaders agreed that the winners won’t be those who chase the newest tech, but those who use AI to amplify human expertise, break down silos, and keep a continuous pulse on food safety, compliance, and innovation. That’s where solutions like TraceGains come in, helping brands collate, standardize, and securely share critical supply chain data to align internal teams and external partners around a single, reliable source of truth. This foundation makes it possible to apply AI effectively, streamline processes, improve efficiency, and reduce risk.

The future of food will be written by companies who see AI not as a shortcut, but as part of a longer journey toward resilience, transparency, and smarter decision-making. 

Want to see how TraceGains can transform the way you collate supply chain data and leverage AI to support your compliance strategy? Learn more about Intelligent Supplier Compliance from TraceGains.