It’s human nature to seek the easy way out. It’s why we have weekly shots to lose weight in lieu of going to the gym. It’s why, in the 1904 Summer Olympics, runner Fred Lorz “won” the marathon after catching a ride in a car for 11 miles. And it could be why Coca-Cola recently chose to release a commercial using artificial intelligence. 

The spot, which rebooted an iconic holiday commercial from the ‘90s, has been rebuked for its lack of warmth and humanity, the very things that made the original 1995 commercial so successful.  

The backlash was prompt. “Just because you can doesn’t mean you should,” one viewer huffed on Ad Age. Others chimed in with far more colorful (and unprintable) sentiments.  

So this all begs the question: With the resource so prevalent (and free!), should it be used for advertising? 

In a word, no. AI is a tool, not a solution. At FoodMix Marketing Communications, we’ve cultivated our food expertise in a way that a computer can’t. Through collective years of experience, research, relationships and deep human insights, we’ve achieved a nuanced understanding of what grows Brand Love.  

It’s this understanding that lets us tailor our advice and advertising for unique clients and projects. Do mini cream pies speak to shoppers in an irresistible way? Do apples taste different when they come from Michigan? Is pork more versatile than other proteins? We don’t just think so, we know so. And we know why.  

Ancient Greek and Roman theater used a “deus ex machina” to solve problems when there was no other way out. A god would descend onto the stage and resolve complicated plot twists into a tidy little bow. ChatGPT may resolve issues, but it’s anything but tidy. It takes a human, not a god or machine, to generate the creativity, insights and substance to solve real problems.  

Does your brand have a unique challenge? Go ahead, use artificial intelligence to craft your email to us. But then let us tackle your solution.  

Interested in learning more about how we can support your food or food-related brand without using AI? Contact Us today.