Did you know that companies are openly using AI tools? I did not until very recently. Take a look at this image, it is one of the many AI-generated images that Kit Kat used in an openly AI-generated campaign, it took me by surprise.
Widely known company Kit Kat has integrated AI into recently launched campaigns along with the increasing power of AI tools. The multimedia campaign visually appears to be generated by AI while speaking to the branded message. From a consumer perspective, I feel this to be very effective. It is nice to see that they recognize things that are happening around them, this response to an industry trend makes that clear. Along with this, from a marketing perspective, it is a positive feat that they have been able to accomplish this without deviating from their branding. We all know and love Kit Kat, we all deserve to take a break and doing so with a Kit Kat bar in hand is a pretty good way to do it.
The message is clear and even amplified as they state “AI made this ad so we could have a break”. The first seconds of the video ads in this campaign audibly have this message grabbing our attention right away before showing some type of AI-generated campaign following different scenarios. And while they announced AI made these ads, I feel it is honestly likely that somebody was behind the computer brainstorming to the input the prompts which in turn generated the visuals for each ad. Overall this campaign to me feels like a direct call to the current trends in hopes of remaining within the early adopters.
So why did it take me by surprise? I would summarize my surprise into the fact that I am not an early adopter in any way, I have not yet adopted any sense of AI tools into my personal life, school or work life, yet here is a company that is leveraging the tools for marketing, traditionally done by photoshoots and such. Their confidence in their effectiveness and importance solidifies the fact that the tools are here to stay and makes me wonder if I can also utilize the tools.
I recommend you explore more of the media launched within this campaign, https://www.vml.com/work/have-ai-break.
This company, along with many others have recognized the growth of this tool within this industry in recent years, the significance in bodies of consumers, translating that recognition into an AI forward campaign. I'm curious to hear what you guys think about these AI forward campaigns, how effective do you think this is from a consumer point of view? Have you seen other companies using AI for their campaigns?