Ask an AI to draw ketchup
- Heinz
- Global
- 2022
- 2 min
- Made for Instagram
an AI was asked to draw ketchup. guess what it drew. (you already know.)
tan.ai Heinz didn't say it was the ketchup. A machine did. Swipe →
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why I picked it: it's a usability test, run on a brand. they asked a neutral tester and published the result. UX research, ketchup edition.
what I'd test: would it work for a brand that isn't already the default? probably not, ngl.
where I use this: let the data make the claim. i just show it. the data does the flexing.
drag or swipe the post, you know the drill →
my notes (3)
- why I picked it: it's a usability test, run on a brand. they asked a neutral tester and published the result. UX research, ketchup edition.
- what I'd test: would it work for a brand that isn't already the default? probably not, ngl.
- where I use this: let the data make the claim. i just show it. the data does the flexing.
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"
- WHAT THE AI DREW
- HEINZ (OBVIOUSLY)
- 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"
- WHAT THE AI DREW
- HEINZ (OBVIOUSLY)
- EARNED IMPRESSIONS
- 1.15B
- EARNED VS. SPEND
- +2,500%
- ENGAGEMENT VS. PAST
- +38%
- CLAIMS MADE BY HEINZ
- 0
SOURCE: CANNES LIONS 2023 ENTRY