A Twitter comedian and influencer named Keaton Patti posted a viral tweet about how his “bot” wrote an Olive Garden commercial on its own (filled with nonsensical mistakes). No one could tell whether it was a bad computer or just a funny human.

Since Burger King believes in perfectly imperfect food made by passionate makers, we wanted to jump on the conversation to make a point about the power of the human touch. So, Burger King partnered with Patti to launch a 360 campaign fully written by his “bot” to create a new wave of conversation around the topic “will A.I. replace human creativity?”

Burger King didn’t actually use artificial intelligence for its Agency of Robots Campaign. But, that didn’t stop the audience from believing that it was written by a robot. The campaign’s writing intentionally walked the line so well between what’s plausibly from A.I. and what’s hilariously absurd that people thought machine learning was used. The humans who actually made the ads replicated the results of machine learning so realistically.

Our goal was to fool the audience into thinking these terrible ads were made by a bad A.I. (even though it was actually written by humans), to ultimately prove that nothing can replace a human maker. A reverse Turing Test, if you will.

The truth is that an algorithm didn’t gather or interpret hours of data. Human minds did. Instead, the real humans behind this nonsensical campaign replicated machine learning as realistically possible. We imitated the results by:

- Replacing certain words in the spots with overused buzzwords from previous Burger King campaigns.

- Intentionally writing common grammatical errors in the scripts.

- Incorrectly using common sayings in the English language.

As a result, the campaign ended up becoming a nonsensical mess, successfully fooling people into thinking this was written by a terrible bot.

A Twitter comedian and influencer named Keaton Patti posted a viral tweet about how his “bot” wrote an Olive Garden commercial on its own (filled with nonsensical mistakes). No one could tell whether it was a bad computer or just a funny human. So, Burger King partnered with Patti to launch a campaign fully written by his “bot” to create a new wave of conversation around the topic “will A.I. replace human creativity?”

We reused pre-existing footage that was already filmed from previous Burger King campaigns, and instead of using a VO talent to narrate our spots, we used a robotic voice generator to create the bot’s voice. We launched online videos in Burger King’s social media platforms. We even let the “bot” become the community manager and take over their Twitter account, posting complete nonsense.

The campaign successfully fooled the audience into thinking these terrible ads were made by a bad A.I.

We successfully fooled people into thinking this work was actually written by artificial intelligence, even though it was written by humans.

- 700 million impressions

- $7 million USD in earned media

- A.I. ads beat human ads in branding