AI tipped to improve US food brands’ efficiency amid tech hurdles

A new industry survey indicates that nearly half of U.S. food and beverage brands anticipate artificial intelligence (AI) will drive improvements in operational efficiency, with a majority also identifying data system fragmentation and staff training as persistent operational challenges.

AI expectations

The study, conducted with input from 1,000 businesses and 8,000 consumers across six geographies, found that 48% of U.S. respondents expect AI to play a key role in boosting efficiency within the sector. Despite this expectation, adoption remains at an early stage for many organisations. Only 37% stated that they are currently deploying AI across multiple departments, while 47% reported they are either in the early exploration phase or have yet to begin implementation.

Industry leaders have specific expectations for AI integration. About one-third (32%) are looking for improved customer experience and better service quality, while 29% see value in enhanced decision-making and insights. Many brands also highlighted their hopes that AI will simplify reporting and streamline routine tasks in the near future.

"Nearly half of brands expect AI to transform their efficiency, yet many are still figuring out where to start. AI and integrated systems hold tremendous promise for hospitality brands-from improving guest engagement through richer first-party data and better analytics to building the consolidated platforms that enable smarter operations. At Paytronix, we see our role as a partner in this evolution, helping brands consolidate their tech stack and harness AI in ways that deliver real operational efficiency and value. We've been pioneers in data-led solutions for more than two decades, and we're building on that strength with deeper investments in AI tooling-for our people and our products," said Nonita Verma, General Manager, Paytronix.

Technology performance

Confidence in current technology usage remains mixed. Just 35% of brands describe their existing use of technology as adequate, while 30% admit that there is substantial room for operational improvement. Labour remains one of the most complicated factors. Ongoing staff training is a requirement for 21% of survey participants due to high turnover, with 17% citing insufficient time to provide effective training. More than half (55%) judge staff and operational efficiency as a moderate to significant obstacle for their business.

Forecasting and revenue optimisation are also key operational concerns. Just over half of respondents (51%) identified these as moderate or significant problems. Specific pain points include forecasting guest demand and predicting traffic patterns, flagged as major hurdles by 52% and 49% of businesses, respectively.

Data and systems

Food and beverage brands report a fragmented technology environment. The survey reveals that 46% use between two and four different software systems to manage day-to-day activities. This fragmentation often leads to inefficiencies and additional workload, with brand managers spending between one and two hours each day manually reconciling data or operating disconnected systems.

Although only 24% have access to a provider supporting business intelligence reporting, more have implemented customer relationship management (40%), guest communication (34%), and loyalty programme (38%) solutions. Yet, the use of multiple platforms rather than integrated solutions means many businesses struggle to gain a clear and timely picture of their operational data.

Drive to integration

The appetite for consolidating technology systems is strong, with 67% of respondents believing more unified data would benefit their business, including 30% who view it as a potential game-changer. However, several barriers remain. These include concerns about the costs and time needed for migration (14%), staff readiness and adaptation (15%), the ability to find systems that meet all requirements (15%), and risks associated with potential outages in unified systems (14%).

Despite these concerns, respondents broadly agree that greater system integration and the adoption of AI could help address many of the industry's data, training, and efficiency challenges.

When asked about the market's future direction, Verma said: "We've been pioneers in data-led solutions for more than two decades, and we're building on that strength with deeper investments in AI tooling-for our people and our products."