Avocados From Mexico Taps GenAI-Powered Image Recognition for Super Bowl

Liz Dominguez
Managing Editor
Avocados From Mexico
GuacAIMole; Credit: Avocados From Mexico

Avocados From Mexico — a wholly-owned subsidiary of the Mexican Hass Avocado Importers Association (MHAIA) — is once again leveraging technology in its Super Bowl promotions, this time launching a generative AI platform that taps image recognition and content generation to create personalized recipes. 

Avocados From Mexico is the promotional arm for both MHAIA and the Association of Growers and Packers of Avocados From Mexico, and created GuacAImole in collaboration with digital experience agency 270B. The platform asks users to upload just one photo of ingredients or a finished dish to betterbowl.ai and uses multi-modal AI to generate a guacamole recipe using the items pictured. 

The platform leverages GPT-4 for text, GPT-4 Vision for image recognition, and DALL-E for image generation in order to deliver a personalized recipe with an ingredient list and step-by-step directions for recreating the recipe. The company is looking to add voice and video capabilities in the near future as well.

Fun Facts from Avocados From Mexico

  • The Super Bowl is the No. 1 consumption occasion for avocados and guacamole.
  • Avocados From Mexico imports an estimated 250 million pounds of Mexican avocados ahead of the event.
  • That's enough to cover a football field with more than 75 feet of guacamole!

The company is also providing additional information like flavor combinations, food pairings, and an AI-generated image that shows what the guacamole should look like.

If someone uploads a photo of feta cheese and cucumbers, the generator might create a "Big Game Greek-Inspired Guacamole Fiesta." For photos of completed dishes, the AI breaks it down into its individual components — a chicken wing might result in a "Touchdown Buffalo Wing Guacamole." 

The platform also includes a questionnaire for further personalization, taking into account event size, spice levels, flavor preferences, serving sizes, and more.

"Creating innovation that matters is a big part of our culture at Avocados From Mexico. Integrating our brand with the cultural trends around us — in this case, AI and the Big Game — gives us an opportunity to continue building our brand and growing awareness in a way that excites and engages consumers," said Alvaro Luque, president and CEO of Avocados From Mexico, in a statement. 

Luque added that it’s important to the company to invent a tool that is helpful and makes adding avocados to celebrations an easy task. “We're incredibly proud to launch GuacAImole and hope avocado fans have fun using it to put a new spin on their guac recipes."

Past Super Bowl Innovations

This isn’t the first time Avocados From Mexico has tapped technology to power its Super Bowl promotions. Last year, the company implemented Sonic DNA, allowing visitors to create AFM musical pieces when logging into their Spotify accounts, using voice technology to personalize their sounds. In years past, the company has also used blockchain tech and NFTs.

Consumer goods companies are getting increasingly creative in the way they are engaging with customers ahead of the Super Bowl. Last year, Pepsico’s Quaker brand launched a TikTok campaign with NFL legend Eli Manning; Molson Coors’ Miller Light partnered with DraftKings to give consumers the chance to win $500,000 by predicting every detail of what will happen during its commercial; and Diageo’s Smirnoff turned its Super Bowl campaign into a hiring event.

These multi-channel digital experiences are complementing the high-visibility Super Bowl ad spots that many leading consumer goods companies are hoping to claim — last year, they reached around $7 million in cost for 30 seconds, according to the 2023 Kellogg/Northwestern Super Bowl Ad Review

This article first appeared on the site of sister publication CGT.

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