Whose Slogan Said It Better, Human or AI?

Nothing is more memorable than a brand's catchy slogan. If it sounds just right and leaves the listener hooked, then chances are that brand awareness will pay dividends in the long term.

Quality Logo Products performed an experiment, taking their list of the top brand slogans and entering them into an AI program to rewrite them. With these new AI-generated slogans, Quality Logo Products listed them against the original brand slogans and "surveyed 1,007 Americans about which slogans they liked best. Respondents ranged in age from 18 to 76 years old, and were 53% female, 44% male and 3% nonbinary."

In a time when humans versus AI is the new reality, the results of this contest were surprising. The survey concluded that overall, "people preferred AI’s rewritten slogans 46% of the time." This graphic from Quality Logo Products shows the AI slogans that were picked by the majority over the original human-written slogans.

Following that, this graphic below shows which original human-written slogans remained more popular in the survey and proves that AI still has creative limitations, although it still fares rather well.

The most overwhelmingly liked slogans are some of the most unique and classic, such as the ones for Burger King, Skittles, Walmart, KFC, and Coca-Cola.

Although no major brand has yet admitted to using a fully AI-generated slogan, this experiment reinforces the fact that generative AI will always be a part of brand marketing.

Dash Agency shared in a blog about how some major brands are now utilizing AI in their marketing divisions, many of which consumers are already accustomed to, including:

• Amazon: With personalized shopping recommendations, "Amazon became one of the first companies to use AI to enhance customer experiences." Amazon has also reorganized its structure over the years to "integrate AI into every part of the company" with the aim of becoming the biggest e-commerce website in the United States. It also introduced Alexa, an AI assistant, through Echo devices in 2014.
• Nike: To sell custom products, "Nike uses AI to engage customers by launching customizable experiences; Nike launched a system that allowed customers to design their own sneakers in store and online."
• Sephora: The beauty brand utilizes multiple forms of AI, such as chatbots, virtual makeovers, color IQ, and fragrance IQ.

To top things off, ketchup brand Heinz has taken credit for being the first company to launch what they described as "the first ever ad campaign with visuals generated entirely by artificial intelligence."

Although humans and AI are constantly poised to make standoffs against one another like a Wild West showdown, perhaps the better choice would be to find compromise and remember that AI is a complementary tool, created by humans for humans.

As an example, considering the AI-generated brand slogans featured in this article, here are some simple tweaks made to bridge the gap between humans and AI, showing the original slogan, the AI slogan, and a revised slogan:

• Pampers: Love, Sleep & Play --> For Your Bundle of Joy --> Bundle Up Your Joy
• Adobe: Changing the World Through Digital Experiences --> Designing Your Dreams --> Design Your Dreams
• Disney: Where Dreams Come True --> The Magic lives here --> Magic Lives Here
• GoPro: Be a Hero --> Life in High Definition --> Be a High-Definition Hero
• BMW: The Ultimate Driving Machine --> Engineered for Excellence --> Power Engineered Into Elegance

Whether these are better or not is subjective, but it proves that even a little bit of revision can turn an AI slogan into a more human-sounding or better rendition.