KitKat shows why even AI needs a 'break' in recent campaign

Courage Inc, an independent creative agency based in Canada, has successfully executed KitKat's latest campaign, focusing on the issue of "AI abuse" in the country. The renowned chocolate bar brand aims to draw attention to the necessity of breaks for artificial intelligence.

Generative AI, encompassing popular tools like ChatGPT, Bard, and Mid-Journey, has undoubtedly simplified various aspects of daily life. However, the increased reliance on these tools for tasks such as drafting emails, composing essays, and designing has led to concerns about their misuse.

KitKat's campaign emphasizes the impact of millions of daily queries on AI systems, putting strain on their cognitive processes. The brand recommends incorporating breaks into AI's routine, asserting that brief pauses surprisingly result in more accurate outcomes.

The campaign quotes Google DeepMind, stating, "The world has been using AI nonstop. Asking it questions. A lot of questions. But did you know AI is more accurate when you give it a breather?" This advice is tested by prompting AI to summarize Shakespeare's Twelfth Night with and without the "take a break" instruction, revealing a notable improvement in accuracy – 78% with a break compared to 56% without.

By successfully linking its brand proposition of "taking a break" to the prevalent trend of Generative AI tools, KitKat's campaign stands out in addressing contemporary issues surrounding AI. The execution by Courage Inc has earned accolades, showcasing the agency's adeptness in delivering innovative and impactful campaigns.