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From Idea to Reality: Burger King's AI-generated Creative Combos

Cheeseburger nuggets_
By Eleni Murru
Eleni Murru

3 Min

April 14, 2023

The use of Artificial Intelligence (AI) in advertising campaigns is becoming more prevalent among companies, and Burger King is no exception. In recent weeks, Burger King has demonstrated a strong commitment to this field and has leveraged AI technology to the fullest extent. Specifically, Burger King Germany enlisted the help of Midjourney, one of the most popular AI tools, to generate its initial creative product ideas.

The resulting combinations of flavors are somewhat unusual, and Burger King Germany showcased its new creations on its Instagram channel in several slides. At first glance, the images appear quite realistic and appealing. Still, closer inspection reveals the 'Onion Ring Donut', the 'Chili Cheese Shake', and the 'Hot Wings Brownie' do not actually exist - at least not yet. The phrase "developed by AI" stands out next to the pictures of the products to show where these new flavors came from.

The caption under the pictures says: "The ingenious image generator creates crazy product combinations with the simple push of a button. And this is what happens when our intern plays around with it", and the company also engaged its community by asking: "What creation would you give yourself?" The post received 152 comments, with most users showing enthusiasm for innovative product ideas, particularly cheeseburger nuggets.

Following the success of their initial Instagram post, Burger King announced that some of the AI-generated product combinations would be transformed into real products in Germany and made available for purchase at all chain locations.

The most appreciated combination by the community – the cheeseburger nuggets – was officially announced by the company in a subsequent post and will be available until May.

Burger King describes the new product as a fusion of two fast food icons, the cheeseburger and the nugget, and a logical next step following the success of other snack items such as chili cheese nuggets and vegetable croquettes.

Burger King's use of AI technology to generate new product ideas is just the tip of the iceberg when it comes to the potential applications of AI in advertising and marketing. From predicting consumer behavior to creating personalized advertising campaigns, AI is transforming the way companies approach marketing.

However, as AI becomes more ubiquitous in our lives, it is essential to consider the potential risks and downsides of its use. As we continue to explore the possibilities of AI, we must also remain mindful of its ethical implications and ensure that its applications align with our values and principles.

What do you think about the increasing use of AI in advertising and marketing? Do you believe it will be beneficial or detrimental to consumers and society as a whole?