Barilla Launches AI Digital Chef "Antony" for Real-Time Recipe Creation in Israel

Artificial intelligence is expanding into everyday household decisions, launching in Israel as "Antony"—a digital chef created by Barilla that generates real-time recipes based on available ingredients, number of diners, and preparation time.

Accessing the tool requires scanning a QR code found on company products and in pasta and sauce aisles at select supermarket chains. The scan opens a Hebrew-language chat interface without requiring an app download or registration.

During the interaction, users specify available kitchen ingredients, time constraints, portion sizes, dietary restrictions, and preferred Barilla products. The system then delivers a customized recipe tailored to these exact parameters.

This tool offers a practical solution for households struggling with meal planning at the end of the day, helping utilize existing pantry items and reduce food waste instead of searching online for recipes missing key ingredients.

However, "Antony" functions as a brand-developed assistant designed to incorporate Barilla pastas and sauces, serving both as a practical consumer utility and a strategy to maintain post-purchase engagement.

This launch illustrates the next phase of AI development, shifting from general-purpose systems to specialized assistants that streamline routine consumer actions and solve everyday kitchen dilemmas.