The Burger King’s brand is testing a BETA version of a new deep learning algorithm that could give a glimpse into what the future of marketing and communications could look like. By tapping into A.I. to create a new advertising campaign, the brand is developing an innovative business model called Project: AOR, moving from the traditional Agency of Record to an Agency of Robots.

Artificial intelligence is having an increasingly relevant role in many industries, and creative advertising isn’t the exception. That’s why the Burger King’s brand decided to use high-end computing resources and big data to train an artificial neural network with advanced pattern recognition capabilities by analyzing thousands of fast-food commercials and competitive reports from industry research.

With the data provided, the algorithm was able to discover intricate patterns and gather insights for strategic and effective communication. The artificial neural network is a complex software architecture that essentially simulates how a human brain operates, allowing the A.I. to not only recognize patterns, but also identify which of these patterns are more successful towards a given goal.

For this pioneering campaign, over hundreds unique commercials were created and tested in focus groups. The final scripts will be premiered on October 1. They will be the first ads entirely created by an A.I. to air on national television, showing the Burger King’s brand’s commitment to this entirely new approach to creativity.