Summary：**Keogh’s Crisps Chief Says AI Lacks Value, Humans Still Essential** *Tom Keogh talks about his amb

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**Keogh’s Crisps Chief Says AI Lacks Value, Humans Still Essential**
*Tom Keogh talks about his ambition to make his brand as well known as Guinness, Jameson and Kerrygold*

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### Introduction
Irish snack maker Keogh’s Crisps has long been a family‑run success story, but its managing director, Tom Keogh, is now pushing the brand toward household‑name status alongside Ireland’s iconic drinks Guinness, Jameson and Kerrygold. In a recent interview, Keogh warned that while artificial intelligence can streamline operations, it cannot replace the human intuition that drives true innovation in the food sector.

### Key Developments
Keogh revealed that the company is investing £12 million over the next three years in new production lines, sustainable packaging and a refreshed marketing campaign aimed at expanding distribution across the UK and Europe. He emphasized that the goal is not merely to increase volume but to elevate Keogh’s Crisps to the same cultural resonance enjoyed by Ireland’s flagship beverages.

When asked about the role of AI, Keogh was candid: “We’ve trialled machine‑learning tools for demand forecasting and flavour profiling, but the results have been modest. The technology can crunch numbers, yet it lacks the sensory judgment and storytelling flair that only a human palate can provide.” He added that the firm will continue to use AI for back‑office efficiencies—such as inventory management and logistics—but will keep product development firmly in the hands of its experienced chefs and marketers.

### Industry Analysis
The snack market is undergoing a rapid transformation, with private‑label brands gaining shelf space and consumers demanding healthier, ethically sourced options. Analysts note that differentiation now hinges on storytelling, provenance and sensory experience—areas where human creativity excels. A 2024 report by Mintel highlighted that 62 % of UK shoppers are willing to pay a premium for snacks that convey a clear brand narrative, a factor that AI‑driven data alone struggles to capture.

Keogh’s stance aligns with a broader trend among premium food producers who view technology as an enabler rather than a replacement for craftsmanship. While AI can optimize supply chains and reduce waste, the core value proposition—