Hardee's asks AI to create a 'Super Star Burger' and the results are fantastic yet not

We are in the midst of all things Ai. Conversations around ChatGPT, Mid Journey and DALL-E platforms have been dominating the internet thanks to all the breathtaking artwork created by Ai on the basis of simple prompts. American burger chain Hardee's decided to cash in on the hysteria with an Ai campaign of their own.

The company asked the Ai system DALL-E to create the Hardees' classic "SUPER STAR burger.” The Ai came back with a series of fantastical images of the Super Star Burger, but none could accurately create the image of the real deal. Despite 10,000 attempts, DALL-E couldn't nail the burger to a T, although the pictures were awe-inspiringly surrealistic.

The attempts were documented and released as a campaign across Hardee's social media pages. The Dubai-based agency ‿ and us has conceptualised the campaign for the burger chain.

Hardee's exercise with Ai goes on to prove that not even the infallible DALL-E could recreate the perfect burger, despite a zillion prompts.

Hussein Kandil – Hardee’s Regional Marketing Director MENA commented: “The campaign rides on the hot topic of the hour, for people in the region and around the world. This is a message everyone needs to hear right now – that it’s OK, take a breath, ‘Ai isn’t coming for you just yet’. And if we can make this much-needed message with the help of a delicious Hardee’s Super Star burger, then all the better.”

Jamie Kennaway – Executive Creative Director, ‿ and us said: “We acted fast to bring a tongue-in-cheek message of hope in the moment people needed it the most, heading into a new year, with the spectre of Ai hanging over us all. It was the perfect time to show not what it can do, but what it can’t. Each image Ai generated therefore became an eye-catching reminder (and proof) that Ai isn’t quite there yet.”

Justin Hunter: Hardee’s Senior Marketing Manager also commented: “The response has been dramatic, and we have clearly struck a chord with people. It’s a brave new world, and while thought leaders are still figuring out the implications of Ai, as a brand we’re happy to lead with a message to make everyone feel just a little better. A message to come enjoy a real flame grilled Super Star, safe in the knowledge Ai isn’t going to take over everything. Well just now anyway.”