From the farm to the algorithm: Generative AI as an engine of a “protopia” in the food sector
The food industry is at a technology-driven tipping point. From BBK Kuna, the social innovation space of Bizkaia, we approach food as a strategic axis for 2025, exploring how new tools can help us build a more sustainable and resilient future.
In this context, generative Artificial Intelligence (AI) emerges as one of the technologies with the greatest transformative potential.
This article delves into the fascinating alliance between generative AI and food, guided by the concept of “protopia”: not an unattainable utopia, but the construction of a better future through progressive, concrete and conscious improvements.
In this article, we will analyze how AI is starting to impact the production, processing and distribution of food, and reflect on how we can lead this revolution to cultivate a more efficient, ethical and innovative food system in our territory.
Understanding “protopia”: a horizon of continuous improvement for food
In imagining the future, we often fall to the extremes of utopia (a perfect and unattainable ideal) or dystopia (a catastrophic scenario). However, there is a third way, much more practical and powerful: protopia. This concept refers to a state of incremental and continuous improvement. It is not about reaching perfection, but being a little better today than we were yesterday, building the future through present and concrete actions.
What is “protopia”? A vision of the future built with present actions
Protopia is a process, not a destination. It is the result of adding small advances that, over time, generate a great transformation. It focuses on pragmatic solutions and constant progress, recognizing that every step, however small, brings us closer to a desirable state. This vision invites us to be active agents of change, rather than mere spectators of a predetermined future.
“Protopia” in the food sector: incremental advances towards a fairer, sustainable and conscious system
Applied to food, protopia moves us away from seeking a magic solution for all the problems in the system. Instead, it encourages us to implement tangible improvements across the whole value chain: from optimizing water use in a crop, to reducing waste in a restaurant or improving product traceability. The goal is to move, step by step, towards a food model that is collectively fairer for producers, more sustainable for the planet and more transparent and healthier for consumers.
Generative artificial intelligence: the new ingredient in the recipe for food innovation
Generative Artificial Intelligence (AI) is the key technological ingredient to drive the continuous improvement that defines protopia. Far from being an abstract technology, it is a practical tool with immense potential for the food sector in Bizkaia.
The transformative potential of Generative AI beyond the obvious: applications in industry
In essence, generative AI is not limited to analyzing data, but is capable of creating entirely new and original content from the information it has learned. While other AIs classify or predict, generative AI “imagines”, being able to generate from texts or images to innovative solutions for complex problems.
Its application in the food industry is a direct source of innovation and optimization. It allows the design of novel recipes based on nutritional criteria, formulate more sustainable products, optimize supply chains to reduce waste or personalize the consumer experience. In short, it is a catalyst for efficiency and creativity in the sector.
The Impact of Generative AIs on the agri-food value chain: towards a sectoral “ProtopIA”
Generative AI is not a one-off solution, but a versatile tool whose impact extends across the entire food value chain. Its application in each phase allows us to take concrete steps towards that sectoral “ProtopIA”, improving processes progressively and tangibly.
- In primary production: cultivating efficiency and sustainability from the source
- In processing and manufacturing: innovating in food development and processing
- In distribution, retail and consumption: bringing food closer in a more intelligent and personalized way
The path to food protopia: BBK Kuna’s transformative proposal
Generative Artificial Intelligence is not a promise of the future, but a tool of the present with the power to redefine the food industry. However, in order for this technology to guide us towards a protopia -a progressively better, more sustainable and fairer future- it is essential to approach it with a human, ethical and collaborative vision.
That is the mission of the “ProtopIA” initiative and the Futurathons we promote from BBK Kuna. A programme designed to accompany the Bizkaia agri-food sector on this journey. We offer not only information, but a space for reflection, learning and co-creation, always putting people in the center.
It is not about letting technology decide for us, but using it intelligently and purposefully to build the food system we want for Bizkaia. Through these transformative experiences, we want to activate the immense potential of our business and social fabric.
With ProtopIA, BBK Kuna is positioning itself as a node of social innovation also in the business sphere, reinforcing its commitment to technological literacy from an ethical and caring approach. This initiative has the potential to make BBK Kuna a European benchmark in the use of artificial intelligence as a tool for positive social impact.
“Futurathons”: innovation experiences for the sector
The Futurathons are three transformative meetings that we will organize throughout 2025, each focused on a key link in the value chain: the primary sector, transformation/manufacturing and distribution/retail. These are interactive experiences designed to inspire and generate practical knowledge.
These meetings focus on imagining future scenarios, detecting risks and opportunities and fostering a culture of anticipation in the face of the profound changes that AI brings. The goal is to generate a critical and inspiring look at AI, helping participants understand the real challenges of adopting it and the impact on their business.
An invitation to co-creation
This article is just the beginning. The real construction of a food “ProtopIA” in Bizkaia begins with the active participation of its protagonists.
Therefore, we invite you to be a part of this conversation and join us in exploring, discussing and building the future of the sector together. This is a unique opportunity to connect, learn and lead change.
First Futurathon: oriented to the primary sector
On 8 July, BBK Kuna will host the first of its futurathons, which will focus on the challenges of the primary sector through provocative questions about algorithmic justice and biases, generational change, talent and food sovereignty. An invitation to rethink the future of the primary sector in a context marked by artificial intelligence.
Registration for the futurathon
You can already register for this futurathon from this link.