AI in your creation - light

You can enable AI in the creation of your campaign. Either you try to make the result as realistic as possible, so that the visitor barely realizes you are using AI (and you work more efficiently). Or you deliberately thematize AI use to raise your profile.

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Case 'Adoptable dogs' - Pedigree

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Pedigree is using AI in its "Adoptable dogs" campaign to enhance photos of real, adoptable shelter dogs for inclusion in global ads. Every Pedigree ad thus becomes an ad for a shelter dog near you.

The strength of the campaign lies in that it eliminates the often unsurprising (and usually laborious) photo shoots with model dogs and shows Pedigree as an innovative brand with a heart for all dogs.

The use of AI remains supportive here, but is mentioned in the background. The campaign was conceived by Colenso BBDO and Nexus Studios.

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Case 'On discovery with Lil Miquela' - BMW

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BMW launched its new electric and digital iX2 model with a campaign featuring best-known virtual influencer Lil Miquela. The German carmaker let Lil Miquela take the wheel in order to appeal to a younger audience and bridge the gap between the physical and the digital.

The iconic Lil Miquela takes her social audience of more than 8.2 million people on a trip through different landscapes. The images are both serious and endearing, showing how Lil explores the physical world and experiences the joys of driving.

In the campaign - conceived by Media Monks - BMW highlights the use of AI to enhance its digital appeal and reach a younger market segment.

AI as a customized solution - medium

This approach goes a step further. You use AI in a one-step interaction with an underlying database to generate content tailored to the visitor's query. The AI application acts as a creator/helper for the user's need.

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Case 'Fixmas' - AKQA, iFixit and Open AI

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Renowned agency AKQA launched the "Fixmas" campaign in late 2023 around Christmas, a time of excess and waste. They developed a repair tool Fixie, which is based on thousands of repair manuals and can help turn broken or worn favorites into heartwarming gifts.

AI conversational search helps make the database easier to search. Fixie, like an omniscient handy harry, explains to you step by step how to make your own durable, self-repaired gift. In the campaign, you sense a harmonious interplay between design, development and copy, which translates into a sophisticated motion design, among other things.

The AI dialogue here acts as a sort of a guide to help you get personalized and sustainable gifts.

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Case 'AI Gallery museum' - Ultranoir

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French agency Ultranoir explores the role of AI in the creative process in "AI Gallery museum. As a visitor, you can create your own artwork in the AI Room with one text prompt in the style of 21 famous artists, such as Picasso, Hokusai or Kusama. (Note: The AI room is a bit hidden though: click 'start' > top right on location > The AI room 4.)

The 'AI Gallery museum' creates a space where you as a user discover the possibilities of AI in an accessible way. You will experience how AI tools such as Stable Diffusion are powerful image makers that also introduce you to artists' oeuvres.

In this campaign, Ultranoir brings together its passion for art history, creation and technology such as AI in one place.

AI for unique cocreation and experience - large

This way of integrating AI into your campaign goes one step further. You use AI to converse and create in multiple steps with the visitor. AI offers your users an experience where they create unique new content in a multi-step interaction with underlying database.

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Case 'Sheer cupidity' - RESN

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Digital experience agency Resn packed out February 2024 with an AI valentine tool that helps you send original valentine's wishes to your loved one. You enter who you are and who your loved one is - each a name and a short description - and then are presented with a visual and text that you send as a link. By clicking, your loved one sees (and hears) your valentine's message.

For this experience, Resn combines the capabilities of DALL-E, GPT-4 and text-to-speech to create an original Valentine's experience. Because technology is changing so quickly, the campaign already feels a bit rudimentary today - compared to, say, this Tomorrowland campaign where you can choose different styles yourself.

The basic idea of AI as a creative helper to take action around a theme remains a strong concept for exciting and personalized campaigns.

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Case'Million dollar Whopper contest' - Burger King

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Fans of the iconic Whopper burger can win $1 million (!) by putting together a tastier version with your own toppings. You may submit 3 to 8 ingredients and an AI tool will instantly bring your burger to life. The inventors behind the 3 most popular recipes get to refine their concept with Burger King experts. Then their version will appear on the menu across the US and customers will decide who the winner will be.

This campaign blends ingredients such as AI image generation, crowdsourcing and Gen Z's drive for individual expression into a powerful viral experience. The AI tool allows Burger King to collect a lot of data. The AI visuals really bring the new burgers to life, give the promotion an innovative look and encourage you to share your creation. As a result, the promotion went viral in no time.

The Million Dollar Whopper Contest is not an isolated AI marketing campaign, but part of Burger King's broader vision that uses technology to build a deeper connection with its customers.