Infobip supports the launch of Podravka’s ‘SuperfoodChef-AI by Coolinarika’ to champion healthier eating

Vodnjan, Croatia, 22 February 2023 – Global cloud communications platform Infobip has joined forces with Podravka Group, one of the leading Croatian multinational companies, and digital agency 01 Content & Technology – C3 Croatia, to launch “SuperfoodChef-AI by Coolinarika”. The cutting edge artificial intelligence (AI) assistant is a testament to the power of responsible AI, designed to empower users to make healthier food choices and address rising obesity rates in Croatia.

The “SuperfoodChef-AI” is an engaging digital assistant integrated into Coolinarika, the mobile and web application owned by Podravka, which has over 700,000 monthly users and is the largest culinary platform in Croatia. With 65% of Croatian adults and 33% of children aged 8-9 classified as overweight, the AI assistant serves as a crucial tool to educate and nudge users towards healthier eating habits. Through the SuperfoodChef-AI chatbot, users of Coolinarika can converse with an AI assistant to access relevant recipes from a database of 500 nutritionally balanced recipes approved by nutritionists and based on the user’s request. This AI assistant is a chef, a nutritionist and a friend at the same time – who can both provide recipes and educate and inform users on 80 different superfoods and how to use them in their diet.

The collaboration between Infobip, Podravka and 01 Content & Technology – C3 Croatia drew together international teams of digital strategists, AI specialists and engineers, designers and programmers, content and UX experts and brand communication strategists. Podravka’s decision to partner with Infobip was based on Infobip’s proven expertise in creating intelligent chatbots, mastery of AI and Natural Language Processing (NLP) technologies, and the ability to integrate seamlessly with existing systems.

The result is a sophisticated and user-friendly experience across various communication channels. The Gen-AI solution – the first of this kind in the region’s food industry – was custom built with Infobip’s chatbot building platform Answers, using Microsoft’s Azure OpenAI Service to provide rigour in responsible Gen-AI.

Initial user results point to a significant increase in engagement, especially among younger demographics. Within the first 90 days of its soft launch, the “SuperfoodChef-AI” exchanged 343,792 messages with 101,429 users, leading to an 18% conversion rate to engaged users and a 31% increase in overall time spent on the site. The chatbot’s popularity with Gen Z and Millennials is particularly notable, indicating a promising trend in those generations seeking out digital solutions for healthier living.

Martina Dalić, President of the Management Board at Podravka, added: “With the implementation of AI on one of its most recognizable platforms, Podravka confirms its focus on innovation and the use of new, modern technologies, not only in production processes, but also in communication with

consumers. At the time it was created, Coolinarika was an innovative and unique step forward in the world of the food industry and, today, it is one of the most visited websites in Croatia, with almost 70,000 users every day. The development of its own AI assistant is another step forward in improving user experience on the Coolinarika platform, as well as Podravka’s relationship with its consumers in general.”

Ana Plišić, Partner and Creative Director at 01 Content & Technology – C3 Croatia, commented: “Croatians are among the most overweight nations in the EU. In order to help Coolinarika address this issue our mission was simple: to create a cutting-edge AI-powered solution that understands users’ needs, promotes healthier choices, maintains trust, enhances personalization, and empowers well-being.”

In September 2023, Infobip was recognized for its ability to execute and completeness of vision in the first Gartner Magic Quadrant™ for the Communications Platform as a Service (CPaaS) market.

Infobip is a global cloud communications platform that enables businesses to build connected experiences across all stages of the customer journey. Accessed through a single platform, Infobip’s omnichannel engagement, identity, user authentication and contact centre solutions help businesses and partners overcome the complexity of consumer communications to grow business and increase loyalty. With over a decade of industry experience, Infobip has expanded to 75+ offices globally. It offers natively built technology with the capacity to reach over seven billion mobile devices and ‘things’ in 6 continents connected to over 9,700+ connections of which 800+ are direct operator connections. Infobip was established in 2006 and is led by its co-founders, CEO Silvio Kutić, Roberto Kutić and Izabel Jelenić.

Podravka Group is a Croatian multinational company headquartered in Koprivnica. It operates in two segments, Food (Podravka Inc. Koprivnica, Žito Ltd. Ljubljana, Mirna Inc., Rovinj) and Pharmaceuticals (Belupo Inc. Koprivnica), with a portfolio of more than 1,800 products. It exports to more than 60 countries around the world and has its own distribution network in 16 of them. The Podravka Group operates in accordance with the principles of sustainability and is an innovative leader with a number of strong brands in its portfolio, such as Vegeta, Dolcela, Podravka, Žito, Zlato polje, Lino, Eva, Neofen, Lupocet and many others.

01 Content & Technology is an integral part of Berlin based C3 Creative Code and Content, the largest and most successful content marketing group in Europe and one of the leading digital agencies in Germany. 01 Content & Technology was founded in 2020 in the belief that the most effective way to develop premium digital products and services in a rapidly changing environment is to apply simple practices in a highly disciplined, iterative process, creating an environment that encourages innovation. We focus on delivering data-driven and AI-powered digital communication solutions, conversational experiences and advanced analytics. The core principle is to combine creativity with AI & data-driven decision-making, enabling businesses to communicate to their target audiences effectively. 01 Content & Technology is among the most awarded young digital agencies in Croatia.