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USC Annenberg Relevance Report

Conagra’s human-centered approach

July 28, 2025
Jon Harris
Updated July 28, 2025 11:36 a.m.

In today’s rapidly evolving business landscape, artificial intelligence (AI) stands as a transformative force reshaping industries worldwide. It’s becoming clearer than ever that companies must leverage AI to drive efficiencies, gain insights from vast data sets, and stay competitive. At Conagra Brands, we recognize that while AI technology holds immense potential, its true value is unlocked when it serves to empower people. 

By adopting a human-centered approach to AI, we prioritize responsible use across the company, ensuring that our employees remain at the heart of our strategy. Conagra’s commitment to placing people first in our AI initiatives not only enhances decision-making and efficiency, but also drives safe & sustainable growth.

The Evolving Role of AI in Business

Artificial intelligence has become integral to modern business operations. Conagra leverages AI to quickly and accurately identify patterns, make predictions, and process large volumes of data from various sources, including customer interactions, market trends, supply chain logistics and more.

However, AI can’t do it all. Human insight is crucial for interpreting results and making strategic decisions, and a human-centered approach ensures technology complements rather than replaces real-life expertise.

Conagra’s Human-Centered AI Strategy

At Conagra, we believe that AI should be a tool that enhances our employees’ abilities, not a replacement for them. We focus on developing AI solutions that are transparent, fair, and aligned with our company’s values. We invest in training programs and user-friendly AI tools to ensure that all employees, regardless of technical background, can leverage AI in their roles.

While traditional AI implementations often prioritize technological capabilities over user experience, Conagra’s approach ensures that AI tools are designed with the end-user in mind. Engaging our employees in the development process results in higher adoption rates and more effective use of these developing technologies.

By encouraging our employees to expand their skill sets through training programs and career development opportunities, we empower them to view AI as an extension of their work. This not only boosts morale but also fosters innovation from within.

Applications of AI at Conagra

Conagra is utilizing generative AI, intelligent automation, and strategic collaboration with external partners to enhance operations across the business. For example: 

  • AI helps us analyze the purchasing habits of millions of consumers, identifying trends that inform product development, marketing, and communications strategies. 
    • AI’s capability to integrate and interpret diverse data sets has led to the creation of unique and innovative product offerings tailored to unmet consumer needs, reducing concept ideation time from months to weeks.
    • AI contributes to the creative design process as well, enhancing everything from strategy and product conceptualization to execution and production. For example, AI-assisted design tools have the potential to streamline the process by eliminating tedious, repetitive back-end work, freeing up designers to focus on creativity rather than executing design ideas.
  • AI solutions in supply chain optimization, quality control, and customer service are in the pilot stage, all designed with the goal of supporting our employees and improving operational efficiency.

On the communications front, we’re in the initial stages of integrating AI into our overall strategy. Our team is exploring use-cases of AI assistance through drafting of press releases, presentations, internal messages, creative and briefing documents. Automated video production tools have allowed for the efficient creation of visual content, aiding in both internal communications and marketing efforts. By automating routine tasks, our team can focus on strategic initiatives that both require and benefit from human creativity and judgment. 

As we continue to explore and integrate these innovative solutions across the company, our focus remains on leveraging AI to support our employees, improve operational efficiency, and maintain a competitive edge in the market. 

Future-Proofing the Workforce

AI is an ever-changing field, and we are working hard to stay current with emerging technologies that can drive future growth opportunities. Through these digital capabilities, we’ll enhance our teams’ performance, sharpen their focus, and improve operations and innovation across Conagra. 

To date, centering our AI strategy around our employees has been incredibly positive across the board. By equipping teams with tools and learning opportunities, we’re fostering a supportive environment for exploring new ideas and solutions.

The journey of AI at Conagra is just beginning, and its potential to revolutionize our business processes and strategies is immense. 

Jon Harris is senior vice president and chief communications officer for Conagra Brands. He is responsible for the strategic development, direction, and implementation of corporate communication and reputation management programs across the organization. Harris also oversees the Conagra Brands Foundation, as well as corporate giving efforts. He previously led communications at Hillshire Brands and Sara Lee Corporation, and has held leadership positions at Bally Total Fitness Corporation, PepsiCo, Ketchum Public Relations, and Medicus Public Relations. Harris is a member of the USC Center for PR board of advisers.