To Three Olives Vodka: Generative AI Should Not Just Be Used in This Way

Hi everyone, welcome back to Huating’s Marketing Channel.

A recent news story titled “THREE OLIVES VODKA LAUNCHES NEW AI-PLATFORM, “THE GENERAGER,” FOR PEOPLE TO HOLD OR WIN THEIR OWN CURATED PARTIES” Caught my eye. Guys, this looks like a campaign that uses AI. I was so looking forward to how the Three Olives Vodka brand was going to use AI. However, I was disappointed.

Let’s take a look at the campaign itself.

Three Olives Vodka partnered with agency Exposure to create the interactive digital platform “The Generager.” With the Generager, consumers can input three party “ingredients,” like disco balls, sequins or confetti, or traits like their favorite food or music genre, to receive a custom party aesthetic complete with a signature Three Olives Vodka cocktail and outfit recommendation. Consumers then can share their party results on social media including Instagram, Facebook and X using the hashtags #ThreeOlivesGenerager and #Contest to be entered to win one of 33 $100 ReserveBar gift cards or the grand prize, which is an expenses-paid party for the winner and their friends.

YES, it does sound great. However, when I clicked through to the site in the excitement of getting my own perfect party, I got a very perfunctory result. The generative AI output is very stiff, and it feels like everything in the same article is set in stone except for the three words that I enter. Even after I regenerated the text, I still got very similar results. It’s not fun at all! I want the perfect party for me, not a template!

Maybe some people will find this interesting, but I think it’s too uninnovative. Because I’ve seen very many similar platforms and campaigns offering similar tools before. For example, by choosing a few options and typing in a few words, you can find out about your life experiences in your past life, the outfit that brought you luck, your perfect plan for the weekend, and so on. And, most of them are so funny and ridiculous that you can’t help but post them to social media sites for everyone to laugh with. I think this is the most appropriate way——not what Three Olives Vodka did——and the best result brands can get using this AI model. Therefore, it will disappoint the consumers that Three Olives Vodka attempts to use the Generager’s templates to generate constructive answers for them.

Another reason why I was disappointed is that Three Olives Vodka is just capitalizing on AI hype instead of using awesome AI technology for marketing. I am not saying this campaign is a failure because the success of campaigns depends on data. I’m just naively expecting it to show me something literally cool since it’s called “NEW AI-PLATFORM”. For example, using generative AI to analyze ad data to generate ad placement recommendations, shooting ads virtually, automating product descriptions and visual content, and more.

Large advertising agencies like WPP and multinational corporations like Unilever and Nestle look to generative AI to cut marketing costs while making more ads. Although there are still a lot of issues that need to be resolved such as industry regulations, copyrights, and privacy of information, this is a really exciting step forward. How do you expect the marketing industry to utilize AI technology in the future? I, as much as you do, hope to see the development and progress in this field in the near future!

See you next week at the same time!