KitKat's creative team takes a backseat and uses generative artificial intelligence to create a series of commercials. This is led by the creative agency Wunderman Thompson Australia. The creatives on the team fed the system scripts that have been written by AI to an art generator as well as a voice synthesizer to bring ideas to life.
The agency puts in briefs that read prompts such as “Write a KitKat ad the way Gen Z speaks” and “Write a KitKat ad about gamers.” The artwork that was generated was as expected, which gives the team a 'break.' João Braga, The Chief Creative Officer at Wunderman Thompson Australia explains to press “KitKat has breaks, and AI gives us more of those. So we thought we’d have a crack at it ourselves and poke a bit of fun at AI—while we can.”
Image Credit: KitKat Australia, New Zealand
Key Themes Behind This Trend
- Generative AI-driven Advertising
- The use of generative artificial intelligence for creating advertising campaigns presents new opportunities to automate creative processes and quickly generate fresh advertising content.
- AI-powered Script Writing
- Leveraging AI-generated scripts for advertising provides potential for cost-effective and time-saving script writing, while still allowing for creative input from human writers and designers.
- Voice Synthesis in Advertising
- Incorporating voice synthesis in advertising opens up new opportunities for dynamic and adaptable spoken content that can be produced quickly and efficiently by AI systems.
Where This Applies
- Advertising
- Advertisers can harness the power of AI and generative algorithms to develop innovative campaigns that push boundaries and engage consumers in new ways.
- Marketing
- Marketers can leverage AI-generated scripts to develop new promotional material quickly and efficiently, while still retaining a human touch in the creative process.
- Food and Beverage
- The use of AI in advertising campaigns for the food and beverage industry can allow companies to quickly and creatively showcase their products in new and exciting ways.
