No ratings yet.

The food industry is one of the most competitive sectors today, especially in the Netherlands, where competition is fierce for incumbents. Using Porter’s Five Forces model, we identified that the forces of buyer power, supplier power, threat of new entrants, threat of substitutes, and competitive rivalry are all significantly high in the Dutch food market. With new players entering the scene and evolving customer preferences, it’s clear that digital transformation is no longer optional for companies like HelloFresh. To stay competitive and relevant, HelloFresh needs to embrace cutting-edge solutions like Generative AI (GenAI), which can help optimize both customer engagement and operational efficiency.

The GenAI-Powered Chatbot: A Virtual Assistant for Every Customer

Our first solution focuses on enhancing HelloFresh’s customer experience with a GenAI-powered chatbot. This chatbot acts as a virtual assistant, guiding users in selecting meals that align with their preferences and nutritional needs. To visualize the solution, we used Java to develop a prototype chatbot that interacts with customers, helping them choose from a variety of meal options based on their specific requirements.

On the backend, we’ve created a food recommendation system that takes into account both the user’s dietary preferences and health goals. For example, a user with dietary restrictions like diabetes can input their health condition, and the system will generate suitable meal suggestions. If a user tries to select a meal that isn’t aligned with their health—like a high-carb dish—the system doesn’t block their choice but issues a warning, showing them relevant medical metrics, such as potential blood sugar spikes. This approach empowers users to make informed decisions while maintaining control over their meal selection. The video below will visualize the interaction between a user and GenAI chatbot.

Automating the Supply Chain: Efficiency at Every Step

Our second solution focuses on automating HelloFresh’s supply chain management. In the meal kit delivery market, efficient supply chains are essential. Factors such as weather, traffic, and demand fluctuations can significantly impact operations. Therefore, we propose a real-time inventory tracking system powered by GenAI and the dashboard of the system is illustrated in the picture below.

This system will track inventory levels, manage deliveries, and forecast demand based on external factors like weather patterns, special events, and traffic conditions. For instance, on a sunny day, the demand for certain fresh ingredients may increase, while traffic jams can slow down deliveries. By integrating real-time data, HelloFresh can better anticipate and respond to these challenges, reducing the risk of overstocking or stock shortages.

Additionally, the GenAI system will generate reports and automate tasks such as contract generation with suppliers, freeing up employees to focus on more strategic activities. This automation not only reduces workload but also minimizes errors and inefficiencies, creating a more streamlined supply chain.

A Vision for the Future

Due to time constraints, we couldn’t fully develop these solutions, but the conceptual framework demonstrates their potential. By combining a GenAI-powered chatbot with an automated supply chain system, HelloFresh can improve both customer satisfaction and operational efficiency. These solutions will enable HelloFresh to navigate the highly competitive food industry while keeping customers engaged and operations running smoothly.

The future of the food industry is digital, and companies that embrace AI-driven solutions will be better equipped to thrive. By focusing on personalization through the chatbot and operational excellence through supply chain automation, HelloFresh can lead the charge in this transformation, ensuring it remains a leader in the ever-changing food delivery market.

Team 14

Authors:

Thy Cao
Kaloyana Donkova
Kaprisha Rajput
Bosse de Vries

No ratings yet.

In the world of academia, AI has transformed the way students like me approach our studies. Instead of aimlessly wandering through forums or bothering friends with assignment questions that seem silly, I can now turn to tools like ChatGPT. Within seconds, I can get detailed explanations, examples, or even new ways to think about my problem. AI has essentially become my 24/7 study buddy.

This experience got me thinking—what else could AI do to make life even easier? We’ve seen voice-activated AR glasses, but what if we took it further? Imagine AR glasses controlled by eye movements. The idea stems from technologies like the speech generator used by Stephen Hawking. With advancements in AI, it’s not hard to imagine that this concept could become more affordable, lightweight, and practical for everyday use.

Source: ChatGPT

Imagine this: you’re reading a book in a foreign language, and without needing to speak or tap any buttons, the glasses instantly translate the text into your mother tongue. Eye tracking could trigger the translation, making the process seamless and efficient. This could be a game changer, not only for students but for travelers, professionals, and even those with disabilities.

AI isn’t just about convenience—it’s opening doors for more inclusive, accessible technologies. As it continues to develop, we may find that these once far-off ideas are closer than we think.

No ratings yet.

When Professor Ting Li mentioned mass buying culture on Single Day in China, I immediately recalled a case in my country. I grew up in Vietnam, my country is small and not as developed as China but somehow, we have this culture in common. In Vietnam, Shopee has become the go-to platform for online shopping, much like Taobao in China or AliExpress abroad. With its irresistible vouchers and coupons, offered three times a month, Shopee drives mass consumerism. ShopeePay, the platform’s digital wallet, follows Alipay’s footsteps but with a twist: it pushes a ‘buy now, pay later’ model instead of interest-bearing services. 

Photo credit: Shopee

At first glance, it seems perfect—buyers get products without upfront payment, sellers enjoy boosted sales, and Shopee benefits from increased transactions. However, there’s a hidden catch: many buyers unknowingly have their credit scores impacted when they sign up for this service. What feels like a convenient way to shop is actually chipping away at their financial health. 

Photo credit: Shopee

The issue goes beyond personal finance. A large percentage of items on Shopee are low-cost products imported from China, often with free shipping. But when these items are returned, they usually don’t make the journey back. The shipping costs are too high compared to the value of the goods, so they remain in Vietnam, turning into piles of waste. 

Photo credit: vov.vn

What’s ironic is that even though I now reside in the Netherlands, I can’t escape the behaviour. I’m still drawn to these “too good to miss” deals, buying items I don’t need. I spent 1,830 euros buying bullshit things on my 3-month vacation in Vietnam last summer, and most of them ended up in the garbage. The addictive cycle of discounts, vouchers, and effortless purchases is hard to break—even with the environmental impact staring us in the face. 

This consumerism, though it boosts sales and provides short-term satisfaction, has long-term costs both financially and environmentally. It’s time for all of us, myself included; to rethink our shopping habits and understand the true price we pay beyond the checkout.