Graphic design & branding Human-directed
Heinz A.I. Ketchup
Heinz asked an image model to draw ketchup in every style it could think of, and almost every result came back shaped like a Heinz bottle.
Where the human came in
The agency chose the prompts, curated the outputs and framed the whole thing as a continuation of its earlier campaign in which people were asked to draw ketchup.
Why it is not slop
One of the first ad campaigns to use image generation as the idea rather than the decoration. The joke only works because the brand already owned the shape.
Seed entry: written from public sources and awaiting editorial review.