Pizza Hut jumps on board the AI bandwagon with latest campaign

As artificial intelligence (AI) continues to make its way into our everyday lives, Pizza Hut Singapore has decided to jump on the bandwagon and launch its first AI- based value campaign. 

Titled Takeaway Pocket Pleasers, the campaign used AI programme Midjourney to create a visual that showcases the unmistakable DNA of the Pizza Hut brand. The campaign will feature arresting AI-generated visual highlights that will emphasise the brand's commitment to remain accessible to everyone as they cut down advertising and creative costs and pass the savings down to its customers. 

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Working with TEAM LEWIS, the campaign will allow customers to choose between a personal, regular or large pizza with a myriad of classic Pizza Hut flavors such as Cheese 'N' Chic, Just Cheese, Chicky Ham 'N' Corn and more at low prices that fall at SG$10 and below. Customers will also be able to choose from a range of available crusts as the campaign looks to represent a new category of different value deals. 

"We are always thinking of new, creative ways to bring more value to our customers, while ensuring they get the same delicious product no matter the occasion," said Jayss Rajoo, the director of marketing and food innovation at Pizza Hut Singapore. She added that as a customer-first brand, this upcoming AI-driven campaign will allow them to disrupt the way it presents its offerings and to drive more savings for its customers.

"As a brand many people have grown up with, such campaigns allow us to demonstrate our growth with our customers in terms of progressive, tech-driven ideas,” she said.

Pizza Hut's campaign comes as more in the advertising industry ponder the role AI will play in campaigns moving forward. 

AI in advertising

Back when ChatGPT first launched, MARKETING-INTERACTIVE reached out to industry players to ask them what they thought of the platform and if they thought the system had the potential to overtake certain roles in the industry. The industry professionals we spoke to were still of the belief that GPT-4 will not fully overtake the industry. Don Anderson, the CEO of Kaddadle noted that while ChatGPT-4 has the potential to support certain roles, he was not convinced that it will outright eliminate or pose a full-on threat to writers and marketers as there still needs to be a human filter to ensure that accuracy and ethics are upheld. 

However, he acknowledged that in certain areas of marketing and advertising, we will likely see fundamental shifts in the roles and activities of those involved in the creative and execution processes.

We’ll surely see an increased use of generative AI, particularly given enhanced multimodal systems that allow for broader text, audio and video options, in a variety of creative industry applications.

Agreeing with Anderson, Edwin Yeo, the general manager at Strategic Public Relations Group said that while there is little doubt that generative AI will, at some point, be able to replace more mundane duties such as lead generation ads or some degree of performance marketing, we are still a long way from it being able to replace human creativity. 

He added that technology, in his opinion, is a long way from being able to replicate a level of experimentation that is involved with coming up with creative and original ideas. 

Saying that, more brands nowadays are picking up on the AI trend and are incorporating them into their ads. 

Recently, Coca Cola revealed that digital creatives from around the world can now use AI to generate original artwork with iconic creative assets from the Coca-Cola archives.

Built exclusively for Coca-Cola by OpenAI and Bain & Company, “Create Real Magic” platform combines the capabilities of GPT-4, which produces human-like text from search engine queries, and DALL-E, which produces images based on text.  Fans in select countries are now able to access to dozens of branded elements – from the distinctive Coca-Cola contour bottle and Spencerian script logo, to storied symbols from Coke’s advertising archives such as the Coca-Cola Santa Claus and Polar Bear – as a canvas for AI-powered experimentation and creative iteration. 

Through the “Create Real Magic” contest, artists can download and submit their work for the opportunity to be featured on Coke’s digital billboards in New York’s Time Square and London’s Piccadilly Circus. 

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