This paper presents an application of Artificial Neural Network (ANN) and Genetic Algorithm (GA) for system identification for controller tuning in a pH process. In this paper, the ANN based approach is applied to estimate the system parameters. Once the variations in parameters are identified frequently, GA optimally tunes the controller. The simulation results show that the proposed intelligent technique is effective in identifying the parameters and has resulted in a minimum value of the Integral Square Error, peak overshoot and minimum settling time as compared to conventional methods. The experimental results show that their performance is superior and it matches favorably with the simulation results.