Ask an AI to draw ketchup
- Heinz
- Global
- 2022
- 2 min
- Made for Instagram
An AI was asked to draw ketchup. See what it drew.
tan.ai Heinz didn't say it was the ketchup. A machine did. Swipe →
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Why I picked it: It is a usability test applied to a brand. They asked a neutral tester and published the result.
What I'd test: Would it work for a brand that is not already the default? Probably not.
Where I use this: Let the data make the claim, and simply present it.
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My notes (3)
- Why I picked it: It is a usability test applied to a brand. They asked a neutral tester and published the result.
- What I'd test: Would it work for a brand that is not already the default? Probably not.
- Where I use this: Let the data make the claim, and simply present it.
All seven slides
Written for Instagram. Seven slides, one idea.
Photos: Chris Woodrich (public domain) and Visitor7 (CC BY-SA 3.0), Wikimedia Commons. Numbers: Heinz A.I. Ketchup entry, Cannes Lions 2023.
The receipt
One prompt, itemised.
RECEIPT · HEINZ A.I. KETCHUP
- PROMPT
- "KETCHUP"
- AI OUTPUT
- HEINZ
- EARNED IMPRESSIONS
- 1.15B
- EARNED VS. SPEND
- +2,500%
- ENGAGEMENT VS. PAST
- +38%
- CLAIMS MADE BY HEINZ
- 0
SOURCE: CANNES LIONS 2023 ENTRY
RECEIPT · HEINZ A.I. KETCHUP SOURCE: CANNES LIONS 2023 ENTRY TAPto print
RECEIPT · HEINZ A.I. KETCHUP
- PROMPT
- "KETCHUP"
- AI OUTPUT
- HEINZ
- EARNED IMPRESSIONS
- 1.15B
- EARNED VS. SPEND
- +2,500%
- ENGAGEMENT VS. PAST
- +38%
- CLAIMS MADE BY HEINZ
- 0
SOURCE: CANNES LIONS 2023 ENTRY
