Italmatch and IntelliSense will outline the application of industrial AI technology to for process optimization in Reverse Osmosis (RO) desalination. We will introduce our approach and key learnings from the mining and metals industry. We will discuss key value opportunities in data quality, normalization, predict-simulate-optimize for managing biofouling and component life, and integration of AI with chemistry. Generative AI technologies, when coupled with this objective-driven AI, show promise for embedding domain expertise for consistent operational improvement. Increased plant uptime, membrane life, and reduced operating costs are targeted.