Avocados From Mexico turns to AI to advertise around the Super Bowl instead of a TV buy

Avocados From Mexico is returning to the Super Bowl with a digital play instead of a traditional linear spot for the third year in a row. This year though, the avocado brand is using AI to create an interactive tool that offers real-time football predictions and custom guacamole recipes called the Prediction Pit.

The brand did not say how much the stunt costs — but the price tag is $8 million for a proper Super Bowl ad. Notably, inventory has been sold out since last September.

This year’s Prediction Pit will feature personalized sports and live game predictions as well as guacamole recipes, helmed by actor Rob Riggle as a realistic AI avatar. The Prediction Pit is built on a predictive AI system in which results can change throughout the week or day, depending on variables like player injuries or weather.

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