Should you haven’t seen it but and have 55 seconds to spare, I extremely suggest you check out the Heinz’ “AI Ketchup” marketing campaign. By asking Dall-E 2 to generate a picture of a Ketchup-Bottle, the agency supplied artistic and entertaining proof that Heinz isn’t just one other Ketchup model. Ketchup is certainly synonymous with the Heinz model.
However Kraft Heinz didn’t cease at advertising campaigns relating to utilizing Generative AI (GenAI) for design and innovation. In a daring transfer to modernize its inner design processes, Kraft Heinz embraced GenAI to scale content material creation and personalization like by no means earlier than. The outcome? An entire reimagining of how one of many world’s largest meals and beverage firms brings its iconic manufacturers to life.
From Bottlenecks To Breakthroughs: The Inventive Problem
With over 100 manufacturers and a world footprint, Kraft Heinz confronted a well-recognized however formidable problem: The best way to maintain packaging and advertising content material recent, personalised, and on-brand message — with out the lengthy lead instances and excessive prices of conventional company workflows.
Justin Thomas, Kraft Heinz’ Head of Digital Expertise & Development, 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 knowledge safety?”
Enter the TasteMaker, the corporate’s custom-built retrieval-augmented technology (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 TasteMaker RAG Engine
What Makes TasteMaker A Recreation Changer?
- Pace-to-Market: Kraft Heinz slashed design timelines for his or her product content material from weeks to hours, decreasing time by 8x.
- Personalization at scale: Whether or not creating new property or versioning picture, movement, and video artistic, TasteMaker allows the technology of content material on demand.
- Model consistency and knowledge safety: By codifying inner model property and utilizing a proprietary AI occasion, Kraft Heinz ensures that the outcomes are on-brand and their IP stays secured.
The Playbook: Experiment, Pilot, Broaden
Kraft Heinz didn’t watch for perfection. They launched quick, beginning with 4 use instances and scaling rapidly after early wins. The group targeted on:
- Fixing actual enterprise issues, not simply showcasing tech.
- Getting knowledge AI-ready, from model IP to client insights.
- Empowering groups, with coaching, immediate engineering, and hands-on assist.
What’s Subsequent?
In parallel to deploying the answer throughout product traces, Justin Thomas and the TasteMaker group have established an formidable roadmap:
- Steady enchancment by way of refining picture technology and integrating extra proprietary knowledge.
- Including additional capabilities and use-cases reminiscent of video technology.
- Shifting 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 approach of working and driving artistic design.
Do you need to dive deeper into the main points of how a 150-year-old model is main the AI-powered way forward for creativity? Learn the full case examine to discover how Kraft Heinz is popping generative AI right into a aggressive benefit.
