- Avocados from Mexico is bringing generative AI to the kitchen for the playoff and Super Bowl season with a new “Guacline” interactive interface that provides recipes and interactions with famed NFL tight end Rob Gronkowski.
- The Guacline, created by agency 270B, offers a personalized experience with a digitized version of Gronkowski, where he addresses fans by name, recognizes the day and date of the interaction and offers up a downloadable recipe for consumers to try.
- The Guacline is one of four activations Avocados from Mexico has planned in the run-up to the Super Bowl featuring Gronkowski and is timed to capitalize on the NFL Playoffs and college football championship this weekend, according to executives.
“People love Gronkowski. He’s a perfect fit for our brand, but AI is what people want to experience,” Alvaro Luque, president and CEO of Avocados From Mexico. “We wanted to be sure we created an experience where people think they will be having a valuable [interaction] with him.”
At the same time, the brand needed to include several guardrails to protect both the brand and Gronkowski. For instance, users can enter any words or phrases into the name entry form, which Gronk will repeat back. To avoid having him say offensive terms, the team whitelisted about 600 names and will be adding more every day. (Those that enter unapproved names will be addressed as “friend.”)
The experience runs through a pre-planned script that begins with Gronk addressing the user by name and addressing the date in relation to the Super Bowl. (This far out, he just says it’s “a ways away.”) Then, Gronk tells the story about how he invented his signature buffalo guacamole and offers a recipe for a different type of guacamole that the consumer can download. Should a consumer come back for a repeat visit, the only real changes that would be made would be the name, date and downloadable recipe, Kristian Bottini said.
While an experience like that could have been created in the past, the advantage of using AI to make it is simplicity and efficiency, Bottini said. “These videos are created on the fly,” he said. “If you were to create the experience [without AI], you would have to create 600 different videos and set up a command hub of servers.”
