Universitas Gadjah Mada Develops KESAN: AI for Agroindustrial Product Innovation Based on Consumer Preferences
Yogyakarta – A research team from Universitas Gadjah Mada (UGM), led by Mirwan Ushada, S.T.P., M.App.Life Sc., from the Department of Agricultural Technology, is developing the Kansei Engineering-based System for Agroindustry (KESAN). This AI-based system aims to revolutionize the design and development of agroindustrial products and services by integrating consumer preferences, enabling more adaptive and competitive innovation.
The research, initiated in 2025, focuses on developing KESAN as an innovative solution for the agroindustry sector. Mirwan Ushada explained, “KESAN is designed to bridge the gap between consumer desires and product engineering processes. By deeply understanding consumers’ emotional and functional preferences, we can create agroindustrial products that are not only high-quality but also highly demanded by the market.”
The system adopts the Kansei Engineering approach, a methodology that measures and analyzes consumer feelings and impressions toward a product. By integrating consumer preference data with artificial intelligence algorithms, KESAN is expected to provide optimal recommendations for product design and features.
This cross-faculty collaborative research at Universitas Gadjah Mada is internally funded and is currently in the stage of developing an AI prototype. KESAN is expected to become a catalyst for innovation in the food and agriculture sectors, driving the creation of more relevant and competitive agroindustrial products in the global market.
Through KESAN, Universitas Gadjah Mada is committed to strengthening the competitiveness of the national agroindustry by leveraging AI technology centered on consumer needs and satisfaction.
