Avocados From Mexico isn’t airing an ad in this year’s Super Bowl, but it’s still trying to siphon interest off the game through an AI-powered marketing stunt.

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.

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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.

For example, after Ad Age provided a picture of peanut butter and strawberry jam, the microsite generated a recipe for “Touchdown Twist Guacamole,” which incorporated the ingredients into a final product “as unexpected as a last-second hail mary.” The instructions themselves weren’t very imaginative, simply calling for the addition of peanut butter and strawberry jam to standard guac elements such as avocados, onion and lime. But the image could make for a shareable moment on social media.

Users of the microsite can also upload an image of a completed dish, such as falafel, to create a guacamole meant for a specific meal.  A third option asks users a few questions regarding spice and cuisine before outputting a corresponding recipe.

Notably, the microsite has guardrails in place, preventing it from creating recipes based on inappropriate images. When Ad Age submitted a picture of cigarettes, the platform rejected the request, offering instead a few safer recipes with the response: “Hmm, that looks…interesting. Not sure we can make that better, but here’s a guac recipe that’s always good!” 

Super Bowl Sunday is one of the biggest days of the year for guacamole consumption in the U.S., which explains why Avocados From Mexico has aired an ad during the game in eight of the last nine years. However, the marketer has opted to sit out 2024, with plans to return to the Super Bowl in the near future.