Artificial intelligence technologies, which are developing day by day, are now used by millions of people. ChatGPT, Midjourney, DALL-E and many more models can perform numerous functions, from answering our questions to creating the image we want.
As a matter of fact, not only individual users but also companies want to eat the bread of these technologies. Now, such a move has come from KitKat, the chocolate wafer brand operating under Nestle. KitKat created several ads using artificial intelligence. However, the giant brand took a slightly more playful approach, unlike other companies.
KitKat mocks claims that artificial intelligence can replace creative work with this ad campaign
KitKat created several ads using artificial intelligence in its advertising campaign, which it launched last month. In one of the commercials, which you can watch above, we see a rather funny result that is not very good. The videos shared by the brand include a dull and stupid robot voice, six-fingered hands, distorted faces and a murdered KitKat logo.
In fact, in this ad campaign, KitKat is mocking the idea that artificial intelligence can replace creative work. Many elements in the videos refer to the flaws that we often encounter in artificial intelligence models, such as defects in the hands.
On the other hand, Nestle manager Melanie Chen jokingly said, “We all agree on the results. Artificial intelligence will not take our place in the industry anytime soon.”
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The ads were created by the consulting firm Wunderman Thompson Australia, with commands given to an artificial intelligence model. These consisted of commands like “Write a KitKat ad the way Generation Z speaks”. A tool that generates a sound to read the script was used, and OpenAI’s DALL-E 2 model was used for the images.
The development of productive AI is advancing at an alarming rate
Although this approach of KitKat is funny and somewhat correct, we know that the development of productive artificial intelligence is very fast. This means that flaws in videos can be left behind in just months. Models for rendering images from text have evolved over the past year. Midjourney, for example, was now able to produce images of people that seemed real, and even neat hands. On the other hand, models that produced sound became much more realistic.
Wunderman Thompson, who created the ads, also realizes that the flaws may soon disappear completely. Joao Braga, one of the directors of the company, made a very rightful comment on this subject and uses the expressions, “We thought we should have some fun with artificial intelligence while we still can.”
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