Initially printed in AdWeek, Aug 1, 2022.
The model is without doubt one of the first to depend on OpenAI’s Dall-E 2 artwork generator.
Heinz tapped a man-made intelligence-powered artwork generator to create a intelligent demonstration of the ubiquity of its model within the condiment aisle.
The corporate’s advertising workforce fed a collection of generic ketchup-related prompts into analysis group OpenAI’s state-of-the-art machine studying algorithm, Dall-E 2, which conjures up eerily detailed photos from easy textual content inputs.
The outcomes are in all places—from a Tron-like neon-shaded bottle to a cute container within the form of a canine—however the one commonality is that almost all appeared to have adopted the trademark fringe, form and lettering of a Heinz label.
The AI-powered marketing campaign is a follow-up to an train Heinz held final 12 months by which random folks had been requested to attract a generic ketchup bottle. These outcomes equally tended to incorporate the long-lasting emblem. On condition that Dall-E 2 is educated on a whole bunch of thousands and thousands of photos that folks have posted to the net, it’s not stunning that it displays the general public’s conception of a ketchup bottle.
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