Avocados From Mexico skips Super Bowl ad in favor of AI stunt

Avocados From Mexico is taking a pass on running an ad in this year’s Super Bowl, and is instead launching a microsite featuring generative AI guacamole recipes…

The produce marketer has unveiled “GuacAImole,” a microsite that outputs guacamole recipes using generative AI as its creative fuel. It will develop a recipe based on any kind of ingredients, including atypical options for guacamole like peanut butter and jelly or falafel.

Avocados From Mexico’s latest AI effort follows a botched attempt at marketing around AI during last year’s Super Bowl. The brand confirmed with Ad Age that its spot would feature a QR code linked to ChatGPT, which would generate a tweet for the user. But just over a week before the 2023 game, it axed those plans.

This year, GuacAImole capitalizes on the interest in AI, which could be a salient theme in this year’s Super Bowl advertising. At the very least, generative AI platforms are expected to play a role in some part of the ad creation, from early stages in strategy development to later processes like editing.

The microsite prompts the user to upload an image of the ingredients they have on hand. Image recognition technology—provided by OpenAI’s GPT-4 with Vision model—identifies the disparate ingredients, feeds that information through OpenAI’s standard GPT-4 text generator and builds a corresponding recipe. The platform also utilizes DALL-E, OpenAI’s image generator, to produce a visual representation of the funky guacamole.

Full story at AdAge.