We Believe Ai Belongs in a More Sustainable Future
If you spend any time online lately, you’ll know that Ai is everywhere. But for a brand like MYOM that believes in natural ingredients and sustainability, we wanted to share how MYOM is finding ways to use digital tools like Ai save time and energy. For MYOM the question isn’t whether to use Ai, it’s how and why.
At MYOM, we don’t chase trends. We seek progress. Our whole reason for existing came from asking hard questions about milk: why are we shipping 90% water around the world in heavy cartons when there’s a cleaner, smarter way? That spirit of invention, of doing better with less, is exactly why we’re adopting Ai carefully, thoughtfully, and responsibly.
This post explores how we used AI to bring our Best Served Chilled campaign to life: a playful, energy-light approach to storytelling that feels different and refreshingly original. So before you see our *Best Served Chilled* Halloween campaign and think “hang on… was this made with Ai?”, here’s the bigger story.
Sustainability Starts With Ingenuity
If MYOM had followed convention, we’d be another oat milk brand in a carton. Instead, our founding team re-engineered the category. Through two years of R&D, we developed a shelf-stable oat premix that you add to water and simply shake to make. It cuts packaging weight by over 80%, transport emissions by up to 90%, and arrives in a lightweight, recyclable pouch instead of difficult to recycle laminated cartons. That didn’t happen by luck. It happened because we believe progress and sustainability co-exist. Without research, experimentation and a willingness to try new tools, MYOM wouldn’t be here today. Ai is another step in that same story, another tool that helps us do more with less.
Ai as an Efficiency Tool
Let’s clear one thing up: Ai didn’t create MYOM’s Halloween campaign. We did, passionate people who care deeply about food, fairness, and the environment. At times, Ai can help us uncover relevant insights and express our ideas more efficiently. We can explore themes and have fun, like in our playful Halloween campaign ”Best Served Chilled”, with clear purpose and direction. It means no filming, post or travel. Less waste, less energy and more space for creativity. In this case it was simply the most efficient way to communicate our fun idea.
The Environmental Equation
We know computing has an energy cost, but a traditional 10-sec ad can consume anywhere from 500 to 3,000 kWh of energy, before travel. By contrast, Ai-assisted pieces typically use 20 to 200 kWh, depending on the number of iterations and render quality. That’s a fraction of the energy with zero travel.
But Isn’t AI Unnatural?
That’s a fair question, especially from people who value authenticity and natural foods, technology can feel distant from the things we eat and love.
But when we talk about 'natural', we also mean responsible. MYOM is a progressive idea created with science and innovation. We reduce impact by removing water from milk distribution, we have developed novel processing to preserve flavour and nutrients without the need for additives, preservatives or stabilisers. And we have developed packaging that acts as a barrier to protect MYOM from moisture and vapour to deliver long shelf life. These breakthroughs are acts of applying progressive thinking and science for good. We believe Ai can help us understand, simulate and reduce waste in the systems we already run. Our innovative approach supported our selection for the Amazon Sustainability Accelerator, who are themselves investing heavily in Ai. Learn more about MYOM’s progress in the Amazon Sustainability Accelerator 2024
Data, Energy and Responsibility
We’re aware that training large language models consumes significant energy. That’s why MYOM’s use of AI is selective, purpose-driven, and focused. Our footprint comes from short, sessions hosted on shared, already-operating data centres representing a marginal load. We choose partners who publish sustainability commitments, and we continue to monitor emerging low-carbon options.
From Science to Storytelling
MYOM proves that real environmental innovation depends on science. Our technical team solves problems the food industry has yet to crack. The breakthroughs we’ve made have made MYOM possible and demonstrate the value of good old British ingenuity. And that’s where we believe Ai fits naturally: an ally for scientific progress and storytelling.
Transparency Matters
We know Ai can spark debate, especially in creative industries. Some people worry about authenticity, others about data ethics or job displacement. Our position is simple: transparency builds trust. When we use Ai, we won’t try and hide it, we’ll tell you.
The Future of Sustainable Creativity
For a young brand like MYOM, every penny goes into what matters most: making the best oat milk possible at the best value, without compromise on taste, nutrition, or sustainability. That means we need to be inventive not just in our product, but in how we share it with the world.
Ai helps us do exactly that. With limited resources and big ambitions, Ai tools let us create storytelling messages that reach further and look sharper — without the cost of traditional production. It’s how a small team can punch above its weight: scaling creativity, not carbon. We consider sustainability in how we tell our story.
A Caring Approach to Change
We understand that the idea of Ai in everyday life can feel unsettling. Technology evolves faster than ethics sometimes can, and the future of work and creativity raises valid questions. As a vegan-friendly, purpose-led brand, our promise is care: care for the environment, for people, and for progress that uplifts both.
A Mirror of MYOM Values
Ingenuity: We are a progressive brand looking for new and better ways
Sustainability: We seek solutions that save energy and materials.
Efficiency: We look for ways to reduce unnecessary steps, just as our pouches cut unnecessary packaging.
Closing Thought: Progress With Purpose
Progress without purpose is blind. At MYOM, every innovation, whether it’s a new pouch structure, a better product, or GenAi campaign should make the world a little lighter.
So this Halloween, when you see our “Best Served Chilled” campaign, know that it was created with a smaller footprint, a sense of fun, and an underlying ambition to always make MYOM better.
In our next post, we dig a little deeper into the big questions behind tech and ethics, asking how Ai fits into the future of sustainability, and what conscious consumers really think about it.
Read it here
