The BURGER KING brand is testing a BETA version of a new deep learning algorithm that could give a glimpse into what the future of marketing and communications could look like. By tapping into A.I. to create a new advertising campaign, the brand is developing an innovative business model called Project: AOR, moving from the traditional Agency of Record to an Agency of Robots.
Artificial intelligence is having an increasingly relevant role in many industries, and creative advertising isnt the exception. Thats why the BURGER KING brand decided to use high-end computing resources and big data to train an artificial neural network with advanced pattern recognition capabilities by analyzing thousands of fast-food commercials and competitive reports from industry research.
With the data provided, the algorithm was able to discover intricate patterns and gather insights for strategic and effective communication. The artificial neural network is a complex software architecture that essentially simulates how a human brain operates, allowing the A.I. to not only recognize patterns, but also identify which of these patterns are more successful towards a given goal.
For this pioneering campaign, over hundreds unique commercials were created and tested in focus groups. The final scripts will be premiered on October 1st. They will be the first ads entirely created by an A.I. to air on national television, showing the BURGER KING brands commitment to this entirely new approach to creativity.
To preview the AOR commercials, please visit www.youtube.com/burgerking.
About Restaurant Brands International Inc.
Restaurant Brands International Inc. (“RBI”) is one of the world’s largest quick service restaurant companies with more than $30 billion in system-wide sales and over 24,000 restaurants in more than 100 countries and U.S. territories. RBI owns three of the world’s most prominent and iconic quick service restaurant brands “ TIM HORTONS, BURGER KING, and POPEYES. These independently operated brands have been serving their respective guests, franchisees and communities for over 40 years. To learn more about RBI, please visit the company’s website at www.rbi.com.
About BURGER KING
Founded in 1954, the BURGER KING brand is the second largest fast food hamburger chain in the world. The original HOME OF THE WHOPPER, the BURGER KING system operates more than 17,000 locations in more than 100 countries and U.S. territories. Almost 100 percent of BURGER KING restaurants are owned and operated by independent franchisees, many of them family-owned operations that have been in business for decades. To learn more about the BURGER KING brand, please visit the BURGER KING brand website at www.bk.com or follow us on Facebook, Twitter and Instagram.