Chinese premium ice cream brand Zhong Xue Gao unveils its newest product line, designed from start to finish by AI.
Four new flavours were released in March 2023 and are available online and in grocery stores.
Dubbed Sa’saa, short for ‘Satisfy And Surprise Any Adventure’, the ice creams were the creation of generative AI ERNIE Bot, which has been described as China’s answer to ChatGPT. Zhong Xue Gao announced the partnership with ERNIE Bot in order to give buyers ‘a more futuristic and intelligent product experience’.
The AI generated four new flavours: red bean, green bean, milk, and cocoa. Packaging, branding, and promotional media were also the creation of ERNIE Bot. The resulting new flavours offer a more affordable way for consumers to taste Zhong Xue Gao’s notoriously pricey products, while also creating a significant talking point on social media platforms.
However, ice cream and AI fans questioned the use of programming in production, saying there was a lack of ‘product/brand truths with people and cultures’ and called it a failure in connecting with the audience on a deeper level. With more of a human touch, many think the campaign would have successfully captured the novelty of AI generated foods without feeling distant from reality.
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