Hendrick’s Gin parodies ChatGPT with ‘human chatbot’

Hendrick’s Gin has jumped into the AI craze—sort of. The liquor brand today debuted Elliot, an English-accented spokesperson who answers questions like a generative AI chatbot. The only difference is that Elliot is a fictional character, not a robot, and instead of having been trained on reams of data, he can only source information from his limited human brain. The activation—dubbed “Chat G&T,” a play on “gin and tonic”—is a spoof of OpenAI’s ChatGPT, the generative AI chatbot that has exploded in popularity since its launch in November. Millions of users have tried out the technology, including marketers eager to incorporate generative AI into their businesses. Check out the latest Ad Age events and award programs Elliot’s debut was a roughly 30-minute appearance on Instagram Live, during which he answered questions from fans while drinking a gin and tonic. Inquiries covered a range of topics, from asking Elliot about his interests to requesting him to recite a poem. His responses were typically humorous and over-the-top, as well as sometimes erroneous—characteristics of which contributed to his overall inane personality. Also read: Coke wants fans to use ChatGPT to create brand artwork Hendrick’s promoted the gag on its Instagram, including a post earlier this week that displayed a landing page for Chat G&T that is a direct play off of ChatGPT’s landing page. The description of the machine is broken down into ChatGPT’s three sections: Examples, Capabilities and Limitations, although the content in these sections differs from that of ChatGPT’s page. ‹ › × (Click image to enlarge) Credit: Hendrick’s; ChatGPT While the motive behind Elliot certainly has to do with the current interest in AI, Hendrick’s specific angle reflects its desire for a human alternative to the numerous AI chatbots that are being launched, according to a press statement. In some ways, Elliot is a subtle dig at these machines: He is described as having “unrivaled, ultra-sophisticated intelligence”—language that seems to mock how tech startups often promote their AI. He also “readily admits his errors,” which may be a nod to the kinds of misinformation that generative AI is already being accused of spreading. “While convenient and efficient at times, AI lacks the personal connection and spontaneity inherent in human interaction,” wrote Michael Giardina, U.S. VP of marketing for mixable spirits at William Grant & Sons, Hendrick’s parent company. “We want to remind people that often the best parts of life lie not in conveniences, but instead come from the often unpredictable, messy, and magical experience of two real-life human beings building a relationship.” Elliot’s exaggerated messiness stems from his human imperfections. His training, according to Hendrick’s, is based on his five years at university, as well as his life experiences and uncharted traveling. This is not the first time Hendrick’s has marketed around popular technology. In 2019, the brand launched Horatio, a voice-activated speaker that spoofed Internet-of-Things (IoT) technology. A year later, Hendrick’s unveiled a fake streaming service that played off of the rise of connected TV. AI marketing blog How brands are using ChatGPT, DALL-E 2 and other tools Read more here

Hendrick’s Gin parodies ChatGPT with ‘human chatbot’

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