This Hardee's campaign proves that AI has its limitations

So far in 2023, the most dominant creative trend to emerge is advertisers experimenting with AI -- whether it's to write scripts (as with Mint Mobile and Ryan Reynolds) or generate images (Martini), although brands aren't expected to be brave enough to use it at the Super Bowl. However, not everyone is convinced; a new campaign from Hardee's running in the Middle East sets out to show what AI can't do. That is, create an accurate image of its Super Star burger. The brand's agency, And us, asked AI software system DALL-E to imagine what the burger might look like. It came back with some attempts that were, according to the agency, "wacky," "weird," "surreal or "completely wild." The agency gave it further prompts, including the recipe, and DALL-E made over 10,000 attempts in total. And although the agency acknowledges that some of them were "amazing, near misses, beautiful images," not one was 100% correct. Those efforts are replicated in a video that was posted to Hardee's social channels, encouraging people to try the real burger while not worrying that "AI is coming for you" (art directors, take heed.) “The campaign rides on the hot topic of the hour, for people in the region and around the world," said Hussein Kandil, Hardee’s regional marketing director MENA, in a statement. "This is a message everyone needs to hear right now—that it’s OK, take a breath, ‘AI isn’t coming for you just yet’. And if we can make this much needed message with the help of a delicious Hardee’s Super Star burger, then all the better.” “We acted fast to bring a tongue-in-cheek message of hope in the moment people needed it the most, heading into a new year, with the spectre of AI hanging over us all," added Jamie Kennaway, executive creative director at And Us. "It was the perfect time to show not what it can do, but what it can’t. Each image AI generated therefore became an eye-catching reminder (and proof) that AI isn’t quite there yet.”

This Hardee's campaign proves that AI has its limitations

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