A new Snickers U.K. marketing effort uses AI technology to create personalized videos for fans who have inadvertently scored “own goals.”
The candy brand has teamed with legendary soccer coach José Mourinho, whose likeness will be used for an AI-powered clone trained to mimic his personality. Fans will submit written instances of a mishap they’ve made—aka an “own goal”—and the Mourinho bot will respond with a video featuring tailored advice to each submission.
A teaser recently posted on Instagram by Snickers shows an example of the type of query the brand is looking to field.