If AI does finally obtain Godlike powers and destroys the world as some people are starting to fear, KitKat will now be at the top of its hit list. While some brands are already exploring what practical uses generative AI can offer their creative teams, using it to create everything from copy to imagery and even models, KitKat’s taken a more amusing approach.

In a new ad campaign, the snack brand is mocking the idea that AI could replace creative jobs, by taking its famous ‘have a break’ slogan to heart. It let its own creatives have some time off, with truly horrendous results (see our piece on how to use DALL-E 2 for more on how generative AI works).

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