Dive Brief:

• Avocados From Mexico is helping consumers generate unique recipes using a special AI guacamole recipe generator, according to a press release.
• The GuacAImole generator, which was created in partnership with digital experience agency 270B, works by simply taking a picture of ingredients or a finished product and uploading it to the generator.
• The activation’s arrival ahead of Super Bowl LVIII isn’t a coincidence: Guacamole is a popular game day dip and Avocados From Mexico claims it is the number one seller of avocados leading up the game, accounting for over 96% of sales during this period.

Dive Insight:

Avocados From Mexico is looking to take advantage of the hype around the Super Bowl despite opting to skip an official game advertisement. The new AI recipe generator, which was created using GPT-4, GPT-4 Vision and DALL-E, is meant to encourage avocado consumption and creative use of ingredients the user has in the house.

The tool was inspired by data showing that 58% of consumers plan on making guacamole for the big game, according to the press release. To meet that need, the brand imports an estimated 250 million pounds of avocado for the game. Additionally, 55% of consumers believe the Super Bowl is a good time to experiment, which presumably the AI recipe tool can help them do. 

"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.

Users can visit betterbowl.ai to upload a photo of the ingredients they want to use to get a recipe recommendation. Upload a photo of a completed dish like chicken wings and the AI generates a complementary guacamole recipe. Users can also answer questions about their game day event to get customized recipe recommendations. 

Avocados From Mexico joins a host of other brands which have used AI to generate food and party ideas. For example, Three Olives Vodka used AI to help users with party planning.