2023-07-04 13:46:09
In recent weeks a Brazilian commercial of McDonald’s made headlines when the hamburger giant secured important visibility.
McDonald’s was one of the first brands to turn the industry’s new hobby (playing with ChatGPT prompts) into a real commercial.
McDonald’s e ChatGPT
He asked the generative AI tool: “What is the most iconic burger?” and posted the answer (the Big Macof course) on a billboard.
With typical agility, Burger King’s rivals were quick to turn ChatGPT’s output into an advertisement themselves, posting a billboard right next to their historic rival’s, with the next question”And which is the biggest?” – il Whopper.
The executions perfectly sum up the positioning and tactics of both brands: McDonald’s is the boss of the category, Burger King is the cheeky challenger who jostles to get noticed.
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archyde news in the age of AI
All in good fun, but is the ChatGPT endorsement really good for the brand? Is it credible?
The beauty of ChatGPT is that you can test it yourself at home: trying and trying once more to ask the same questions of the two brands, the OpenAI chatbot may not necessarily respond with the same result: the Big Mac appears as the first in a list ( not the only one, therefore), while the Whopper is not the answer to the question “what is the biggest burger“.
Anyone who has worked with Generative AI knows that creative inquiry and output editing are fundamental skills, but AI results have no scientific value: They’re more like that person in a focus group who, following two hours and a few free glasses of wine, says exactly what we expect.
Does the public really care what ChatGPT, an immaterial entity with no body and sense of taste, thinks of the best possible sandwich?
To the public, the arduous sentence.
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Subway’s big hit
Subway has joined the battle between fast food giants McDonald’s and Burger King with its own ironic dig.
The company asked the chatbot to compare these responses to its offering of footlong sandwiches.
The answer? According to ChatGPT, in terms of size, both the Whopper and Big Mac are “significantly smaller than a footlong sandwich”.
And off to the third billboard, in a list that might continue to grow.
Frankie Goodwinchief creative officer of Saatchi & Saatchi, said: “There is a lot of talk regarding ChatGPT and, even if we try not to get too caught up in fashions, we might not fail to participate in this conversation. It’s a big time for Subway with the launch of the new Series menu, and ChatGPT also says they’re the biggest“.
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