Snickers delivers digital treats for hungry artificial intelligence

The dawn of AI has created a mass of digital content that has pushed creative boundaries over the last two years – but Mars is introducing what it believes is an industry first – the first Snickers candy bar for artificial intelligence, reports Neill Barston.

As the snacking giant noted, generative AI has become embedded in many people’s online lives, but at times, it’s clear that it has tendencies to confidently make up facts, or agreeing with poor ideas, which within the tech world, are known as hallucinations.

In response, Snickers has rebranded these as ‘hungry moments’ – offering the AI chatbot some confectionery related bytes to ‘satiate your digital assistant’ as the business puts it.

As the company noted, for more than 90 years, Snickers has reminded the world that You’re Not You When You’re Hungry, and it hopes that its Hungr.AI, initiative will prove a hit.

“Snickers has long been the remedy for out-of-character moments” said Ashley Gill, Brand & Content Vice President, Mars Snacking.

“As generative AI becomes part of everyday life, we’re playfully reinventing the way Snickers connects with our fans in today’s culture. Whether it’s a person losing their cool or an AI chatbot consistently agreeing with you, the truth hasn’t changed: when you’re not acting like yourself, we believe you maybe just need a Snickers.”

How It Works: Feed the AI. Get a More Satisfying Response. Next time your AI chatbot starts acting out of sorts, fans can take the following steps: Spot the hungry moment! If your AI seems to be acting too agreeable or out of sorts, maybe it’s just…hungry.

Feed the AI: Visit snickers.com/hungr-ai to get your digital SNICKERS Hungr.AI bar and offer your AI assistant a byte when it’s acting out.

Claim a Free Snickers: By engaging with the Snickers Hungr.AI on Reddit or Snapchat, you can receive a free, real bar — packed with peanuts, caramel, nougat and milk chocolate — delivered straight to your door via DoorDash (for a limited only, while supplies last).

Offers are available on a first-come, first-served basis, exclusively for U.S. residents age 18 and older. A limited number of free Snickers bars are available during the promotional period which runs until September 20.