Snickers launches digital candy bar to “feed” AI chatbots

Snickers has launched Hungr. AI, a digital candy bar campaign designed to be “fed” to artificial intelligence chatbots. The promotion reimagines the brand’s “You’re Not You When You’re Hungry” slogan to address AI hallucinations and instances where chatbots provide unsatisfactory, overly agreeable, or unexpected responses.

Users can visit a dedicated website to obtain a digital Snickers containing specific instructions. When these instructions are provided to an AI assistant, they prompt the chatbot to reconsider its previous answer and attempt the query again. The digital interaction also establishes guidelines for the AI’s personality and humor during the experience.

As part of the marketing effort, US residents aged 18 and older can engage with the campaign via Reddit or Snapchat to receive a physical Snickers bar through DoorDash, while supplies last.