Direct-to-consumer grass-fed beef jerky brand Got Beef announced the launch of an AI-generated spokesperson, Granny, a surprisingly realistic character who is already making an appearance on the company's social media platforms and a new billboard campaign. Ultimately, Granny is an advocate for clean-label snacking and "starting beef with retailers" selling products full of fillers and additives.
Got Beef uses a range of AI tools to support various parts of its business, from product sourcing and packaging design to customer communications and content production. Granny is generated using AI video generation technology, Kling. "Producing the character with AI is perfect," said Benji Boyce, founder of Got Beef. "The videos cost me around $100-$200 each to generate and always go viral, which earns me money in addition to the beef jerky sales."
Why This Trend Is Growing
- AI Brand Characters
- Synthetic spokespeople are lowering the cost of memorable brand storytelling while giving challenger companies scalable personalities for social, retail, and outdoor campaigns.
- Clean-label Confrontation
- Consumer skepticism toward fillers and additives is creating room for brands to differentiate through provocative messaging that frames ingredient transparency as entertainment.
- Viral Micro-production
- Low-cost generative video tools are reshaping campaign economics by letting small brands test high-volume creative concepts that can convert attention into direct sales.
Industries Being Reshaped
- Direct-to-consumer Food
- AI-enabled content production is giving niche snack brands more affordable ways to build awareness, personalize messaging, and compete with established retail incumbents.
- Advertising Technology
- Generative media platforms are expanding the creative supply chain with synthetic talent, rapid video production, and performance-driven campaign iteration.
- Outdoor Advertising
- Billboard campaigns featuring AI-made characters are blending physical visibility with digital virality, turning static media placements into shareable brand moments.
