Update: Avocados of Mexico informed Ad Age on Feb. 3 that it no longer plans on using ChatGPT in its Super Bowl ad. You can find an updated story here.

Produce marketer Avocados From Mexico is leveraging ChatGPT as part of its Super Bowl campaign, with plans to include a QR code in its 30-second spot. 

The QR code will link to a landing page integrated with the popular generative AI tool, according to Ivonne Kinser, Avocados From Mexico’s VP of marketing and innovation. 

Once on the landing page, users will be asked to press a button to generate a tweet. On the backend, this information will be fed into ChatGPT, and the bot's response will appear as text on the landing page. The user will then be encouraged to tweet text during the game. Such guardrails have been put in place in order to keep the interaction relevant to the brand and ad, said Kinser.

Avocados From Mexico is also hoping to integrate Twitter’s API within the landing page in order to streamline tweeting. However, the organization has yet to receive approval from Twitter, which has lately been getting back to brands in a slower fashion, Kinser said. This is likely a result of Elon Musk’s takeover of the company.

AI platforms like ChatGPT and DALL-E 2 have recently piqued marketers’ attention, spurring a wave of experimentation with copywriting, brainstorming and various other tasks. While such tools are not yet sufficiently competent to create a Super Bowl ad, it appears they will still make an appearance during the game. The theme for Avocados From Mexico’s landing page will play off of AI interest, centering around “Avocado Intelligence.”

The Super Bowl ad could be a major opportunity to expose tens of millions of viewers to ChatGPT. However, this may not be something that all consumers see in a positive light. Two-thirds of U.S. adults are worried about the safety of generative AI tools, new research shows. Without providing proper education, brands should not expect to sway those who remain cynical.

Read more: AI tools raise safety concerns for most consumers

Avocados From Mexico will also take over a billboard in Times Square to promote the spot. The billboard will feature its own QR code that is linked to the ChatGPT-integrated landing page. The upcoming 30-second spot comes from Lerma/.

QR codes had a moment in last year’s Super Bowl when Coinbase surprised viewers with its own barcode bouncing across the screen. The ad received so many scans that it momentarily crashed Coinbase’s website, and netted the crypto exchange a Grand Prix award at Cannes several months later.