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Heinz A.I. Ketchup

Work / Heinz Ketchup / 2022 / Digital + Social

With new artificial intelligence text-to-image programs taking over the internet, Heinz had to know – what does A.I. think ketchup looks like? It turns out that just like humans, A.I. prefers Heinz. 

After using advanced image generator DALL-E 2 to search for everything from “ketchup scuba diving” to “ketchup in outer space”, we found that a lot of the results looked just like bottles of Heinz. 

Heinz fans got involved by sharing their own suggestions for ketchup image prompts, with the best ones being turned into social posts and print ads, helping us to create the first ever ad campaign with visuals generated entirely by artificial intelligence.