September 16, 2025 – According to the World Economic Forum, we are transitioning from what was once called the fourth industrial revolution to the intelligence age. This shift is driven by rapid advances in artificial intelligence, quantum computing, and blockchain technology. Innova Market Insights highlights some of these major changes in AI, robotics, automation, hyperconnectivity, smart cities, and augmented and virtual reality. It also addresses concerns about personal and cybersecurity in a digitally connected society. We will look at how brands, businesses, and industries are adjusting to these changes, discussing the potential opportunities and challenges, including examples.
The Impact of Technological Disruption
The speed of technological change is altering how we live and the structure of our economy and society. It also provides a way to tackle global issues and challenges. This fast change presents challenges and opportunities for businesses. Technology is reshaping sectors such as healthcare, manufacturing, and customer experience. Being flexible is crucial for success. Technology has created more adaptable lives and smoother transactions, giving consumers more control. However, this increased reliance on digital tools makes both consumers and companies more vulnerable to cybercrime, which is a significant concern.
Technology Helps Consumers Feel in Control
22% of consumers worldwide say that new technology has made them feel more in control. Additionally, 17% have used technology to track or manage their health, aiming to improve their physical well-being. As part of global megatrends, people aged 18 to 24 are the most worried about the rapid pace of technological change, especially regarding jobs. Cybersecurity also raises concerns. 30% of consumers globally consider personal security and privacy, including data security, to be a major issue. The highest levels of concern are found in Canada, Indonesia, and Spain.
AI in Food & Beverage
AI is improving many areas, from self-driving cars to sustainable farming and managing food waste. It can also speed up product development and is becoming an important marketing tool for more personalized communication.
The combination of health testing and AI data management creates an environment for highly personalized health and nutrition. Moreover, Generative AI is transforming agriculture by converting large datasets into useful insights. This aids farmers, agronomists, and researchers in improving productivity and sustainability. Leanpath aims to cut food waste in half and improve kitchen efficiency with scales and touchscreens that track food waste. Why are ingredient development companies using AI to develop, refine, and test ingredient performance? As part of global megatrends, 27% of consumers want to see AI-driven food and beverage development focused on health benefits.
CRISPR Gene Editing
CRISPR gene editing can open up new options in food and drink. It can enhance seeds to provide better sensory, functional, health, or sustainability benefits. Compared to earlier gene editing methods, it is safer because it doesn’t add foreign DNA. CRISPR can boost agriculture by increasing yields and promoting environmental resilience.
Foods can also be improved in color, taste, texture, or nutritional content. Japan’s SanatechSeed Company has launched a CRISPR-edited tomato that is high in GABA. This compound can help lower blood pressure, relieve temporary stress, improve sleep quality, and protect skin health. One of these tomatoes has the same nutrition as 12 cherry tomatoes.
Robotics and Automation
Robotics and automation will keep growing in the supply chain. We are seeing robots becoming a bigger part of consumers’ lives. Why do robots with vision systems inspect food products for defects? This helps ensure quality and consistency. DTI in Denmark concentrates on industrial production, quality control, supply drones for agriculture, and automated waste sorting. Robots help automate handling food and ingredients, along with aligning and positioning them for prepared food production, reflecting global megatrends in technology and food innovation.
Augmented and Virtual Reality
Augmented reality (AR) and virtual reality (VR) are currently used mostly for entertainment and novelty. However, they could have many practical uses in the future, such as helping to tackle health issues or enabling the development and testing of prototypes without a big financial commitment.
Extended reality (XR) combines VR and AR. It isn’t only for entertainment or gaming, but it can also change how we experience food. This includes redefining taste and creating new opportunities for health and sustainability. The idea is that our perception of food comes from a blend of sight, smell, texture, and sound. What senses can XR techniques influence in the way we experience food? Scientists at Tampere University and the VTT Technical Research Centre studied how XR can improve consumer perceptions of plant-based meat. Their aim is to promote more sustainable and healthier diets. Reflecting global megatrends, restaurants have been using immersive technologies like projection mapping and AR menus.
Brands That Adapt and Transform Win
Brands that have changed and evolved are succeeding. Lego is increasing its investments in digital efforts around the world. “We’ve been combining physical and digital experiences for many years and are excited by our progress,” says Chief Digital and Technology Officer Atul Bhardwaj. Noticing the rise of streaming services compared to traditional media, Disney launched Disney+. The brand is also creating personalized physical and digital experiences at its theme parks. Ikea introduced its make-your-own furniture concept to customers through better online services. The result is that 80% of Ikea customer journeys now start online, showcasing how global megatrends in digitalization ad consumer behavior are reshaping brand strategies.
The Future Outlook for Technological Disruption in Food and Beverage
The speed of technological change is transforming our lives and reshaping our economic and social systems. It also provides a way to address global issues. This may lead to longer lifespans due to improved healthcare technology. What strategies are brands, ingredient suppliers, and manufacturers using to accelerate innovation? Simulated environments and quick processing of large data sets, along with online testing and trials, will lead to faster innovations. In this scenario, trusted sources, organizations, and channels will be essential for ensuring the safety and effectiveness of new products with human oversight.
This article is based on Innova’s Megatrends – Continued Technological Disruption report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more