Hardee's commissions AI to design a 'Super Star Burger,' and the results are amazing but not perfect

We're in the midst of everything Ai. Conversations centred on the ChatGPT, Mid Journey, and DALL-E platforms have dominated the internet as a result of Ai's amazing artwork made in response to simple requests. Hardee's, an American burger business, sought to capitalise on the craze with their own AI campaign.

The company commissioned the DALL-E AI system to design the Hardees' classic "SUPER STAR burger." The Ai responded with a succession of imaginative renderings of the Super Star Burger, but none could replicate the real thing. Despite 10,000 attempts, DALL-E was unable to perfect the burger, despite the photographs being breathtakingly strange.

The attempts were documented and publicised as part of a campaign on Hardee's social media accounts. The campaign for the burger chain was created by the Dubai-based firm and us.

Hardee's experiment with Ai goes on to demonstrate that, despite a billion cues, not even the infallible DALL-E could recreate the perfect burger.

"The ad rides on the hot topic of the hour, for consumers in the region and throughout the world," said Hussein Kandil, Hardee's Regional Marketing Director MENA. This is a message that everyone needs to hear right now: it's OK, take a deep breath, and 'Ai isn't coming for you just yet'. And if we can get this important message out with the help of a delectable Hardee's Super Star burger, all the better."

"We acted quickly to provide a tongue-in-cheek message of hope in the time people needed it the most, heading into a new year, with the spectre of Ai hanging over us all," Jamie Kennaway, Executive Creative Director, and us said. It was the ideal opportunity to demonstrate not what it can accomplish, but what it cannot. As a result, each image Ai made became an eye-catching reminder (and proof) that Ai isn't quite there yet."

"The response has been significant, and we have certainly hit a chord with consumers," said Justin Hunter, Hardee's Senior Marketing Manager. It's a brave new world, and although thought leaders are still sorting out the ramifications of Ai, we're pleased to lead with a message that will make everyone feel a bit better. A message inviting you to come eat a real flame-grilled Super Star, confident in the certainty that Ai will not take over everything. At least for the time being."