Campbell’s Company’s New AI-Powered Recipe Assistant Bridges Tradition And Technology, Expert Says

Campbell’s Company has launched a new generative AI tool, the Recipe Assistant, allowing consumers to quickly and easily develop meal ideas using products from across the company’s broad portfolio of brands.

The Recipe Assistant, announced Thursday by Campbell’s Company Chief Technology and Innovation Officer Julia Anderson. According to AI and technology expert Marva Bailer, the move marks a smart step forward for a company that has already built a strong digital presence, fueling viral recipe trends and engaging new generations of consumers.

“With AI, the brand is taking that connection further — bridging tradition and technology to inspire the next era of home cooking,” Bailer says.

Bailer is the CEO of Qualaix, a recognized leader at the intersection of technology and culture, shaping the future of AI and cybersecurity. With a record of driving $1 billion in revenue at high-growth, industry-defining companies, she has helped organizations scale, transform, and thrive in an evolving digital world.

“By launching their first customer-facing Generative AI app in one of the most searched categories, Campbells took a calculated risk rooted in data,” Bailer says. “This is a prime example of leveraging internal data in a new way, securely and purposefully, to meet consumers where they already are. AI enhances the art of cooking, making inspiration, efficiency, and personalization more accessible than ever.”

Anderson said the Recipe Assistant was “developed in-house by our internal infrastructure team and is a great example of how we are leveraging emerging technologies to enhance our creativity and productivity.”

The Recipe Assistant allows users to set constraints including how much time they have to prepare a meal, and the type of meal want to make, such as “one-pot,” “family favorite,” or “easy.” The tool’s “Surprise Me” feature offers unexpected meal ideas using products from across the company’s portfolio of brands, including Swanson, Prego, Pace, V8, Cape Cod Chips, Goldfish, Kettle Brand, Lance, Late July, Michael Angelos, Pacific Foods, Pepperidge Farm, Raos Homemade, Snack Factory, and Snyders of Hanover.

“‘Surprise Me’ brings creativity and productivity to the kitchen in a new way,” says Bailer, who serves on the Women in Technology Board and is recognized as a Success Magazine Women of Influence, a Scarlett Abbott World Change Leader, and a Take the Lead Women Top Activator.

“Time is always a factor when it comes to cooking,” Bailer says, “but what if decades of consumer data, tried and true recipes and deep culinary insights, Campbells own recipe vault, could do the heavy lifting?”