When you haven’t seen it but and have 55 seconds to spare, I extremely advocate you check out Heinz’s “A.I. Ketchup” marketing campaign. By asking Dall-E 2 to generate a picture of a ketchup bottle, the agency offered inventive and entertaining proof that Heinz is not only one other ketchup model. Ketchup is certainly synonymous with the Heinz model.
However Kraft Heinz didn’t cease at advertising campaigns in relation to utilizing generative AI (genAI) for design and innovation. In a daring transfer to modernize its inside design processes, Kraft Heinz embraced genAI to scale content material creation and personalization. The outcome? An entire reimagining of how one of many world’s largest meals and beverage corporations brings its iconic manufacturers to life.
From Bottlenecks To Breakthroughs: The Inventive Problem
With over 100 manufacturers and a worldwide footprint, Kraft Heinz confronted a well-known however formidable problem: tips on how to hold packaging and advertising content material contemporary, personalised, and on model message — with out the lengthy lead occasions and excessive prices of conventional company workflows.
Justin Thomas, Kraft Heinz’s head of digital expertise and progress, described the issue as follows: “How can we leverage AI to create extra participating personalised content material at scale, scale back prices and time-to-market for product ideas, and accomplish that whereas sustaining model consistency and information safety?”
Enter the TasteMaker, the corporate’s custom-built retrieval-augmented era (RAG) engine. Developed in partnership with Apply Digital and powered by Google’s Vertex AI, TasteMaker is greater than a instrument — it’s an innovation and design engine.
Examples Of Kraft Heinz Product Content material Produced By The TasteMaker RAG Engine
What Makes TasteMaker A Sport Changer?
- Velocity-to-market: Kraft Heinz slashed design timelines for its product content material from weeks to hours, lowering time by 8x.
- Personalization at scale: Whether or not creating new property or versioning picture, movement, and video inventive, TasteMaker allows the era of content material on demand.
- Model consistency and information safety: By codifying inside model property and utilizing a proprietary AI occasion, Kraft Heinz ensures that the outcomes are on model and that its IP stays secured.
The Playbook: Experiment, Pilot, Develop
Kraft Heinz didn’t await perfection. The staff launched quick, beginning with 4 use instances and scaling shortly after early wins, specializing in:
- Fixing actual enterprise issues, not simply showcasing tech.
- Getting information AI-ready, from model IP to shopper insights.
- Empowering groups, with coaching, immediate engineering, and hands-on assist.
What’s Subsequent?
In parallel to deploying the answer throughout product strains, Justin Thomas and the TasteMaker staff have established an bold roadmap:
- Steady enchancment via refining picture era and integrating extra proprietary information
- Including additional capabilities and use instances, reminiscent of video era
- Transferring additional down the innovation funnel by including artificial customers and person testing options
Whereas the present outcomes and the roadmap are spectacular, the true story is the mindset shift. TasteMaker isn’t only a instrument; it’s a brand new method of working and driving inventive design.
Do you need to dive deeper into the small print of how a 150-year-old model is main the AI-powered way forward for creativity? Learn the full case research to discover how Kraft Heinz is popping generative AI right into a aggressive benefit.
When you haven’t seen it but and have 55 seconds to spare, I extremely advocate you check out Heinz’s “A.I. Ketchup” marketing campaign. By asking Dall-E 2 to generate a picture of a ketchup bottle, the agency offered inventive and entertaining proof that Heinz is not only one other ketchup model. Ketchup is certainly synonymous with the Heinz model.
However Kraft Heinz didn’t cease at advertising campaigns in relation to utilizing generative AI (genAI) for design and innovation. In a daring transfer to modernize its inside design processes, Kraft Heinz embraced genAI to scale content material creation and personalization. The outcome? An entire reimagining of how one of many world’s largest meals and beverage corporations brings its iconic manufacturers to life.
From Bottlenecks To Breakthroughs: The Inventive Problem
With over 100 manufacturers and a worldwide footprint, Kraft Heinz confronted a well-known however formidable problem: tips on how to hold packaging and advertising content material contemporary, personalised, and on model message — with out the lengthy lead occasions and excessive prices of conventional company workflows.
Justin Thomas, Kraft Heinz’s head of digital expertise and progress, described the issue as follows: “How can we leverage AI to create extra participating personalised content material at scale, scale back prices and time-to-market for product ideas, and accomplish that whereas sustaining model consistency and information safety?”
Enter the TasteMaker, the corporate’s custom-built retrieval-augmented era (RAG) engine. Developed in partnership with Apply Digital and powered by Google’s Vertex AI, TasteMaker is greater than a instrument — it’s an innovation and design engine.
Examples Of Kraft Heinz Product Content material Produced By The TasteMaker RAG Engine
What Makes TasteMaker A Sport Changer?
- Velocity-to-market: Kraft Heinz slashed design timelines for its product content material from weeks to hours, lowering time by 8x.
- Personalization at scale: Whether or not creating new property or versioning picture, movement, and video inventive, TasteMaker allows the era of content material on demand.
- Model consistency and information safety: By codifying inside model property and utilizing a proprietary AI occasion, Kraft Heinz ensures that the outcomes are on model and that its IP stays secured.
The Playbook: Experiment, Pilot, Develop
Kraft Heinz didn’t await perfection. The staff launched quick, beginning with 4 use instances and scaling shortly after early wins, specializing in:
- Fixing actual enterprise issues, not simply showcasing tech.
- Getting information AI-ready, from model IP to shopper insights.
- Empowering groups, with coaching, immediate engineering, and hands-on assist.
What’s Subsequent?
In parallel to deploying the answer throughout product strains, Justin Thomas and the TasteMaker staff have established an bold roadmap:
- Steady enchancment via refining picture era and integrating extra proprietary information
- Including additional capabilities and use instances, reminiscent of video era
- Transferring additional down the innovation funnel by including artificial customers and person testing options
Whereas the present outcomes and the roadmap are spectacular, the true story is the mindset shift. TasteMaker isn’t only a instrument; it’s a brand new method of working and driving inventive design.
Do you need to dive deeper into the small print of how a 150-year-old model is main the AI-powered way forward for creativity? Learn the full case research to discover how Kraft Heinz is popping generative AI right into a aggressive benefit.
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