YPulse predicted that this year artificial intelligence programs would become a norm for Gen Z to use—and we’ve (very) quickly been proved right. Most notably has been the viral sensation that is ChatGPT, a language AI developed by OpenAI, which has prompted everything from memes to a $10B investment from Microsoft. As of January (just two months after launching), it had an estimated 100M users, “making it the fastest-growing consumer application in history, according to a UBS study.” Given its success, brands have already begun integrating AI into their services and products left and right.
Gen Z, being the internet know-alls they are, has also dove into all the possibilities the AI presents, sharing their requested creations on social media. On TikTok, the hashtag #ChatGPT has 1.7B views and #AI has 17.9B views—showing just how much content these services can inspire. Like the metaverse, which some brands still struggle to grasp, Gen Z understands this tech easily, which is why brands need to pay attention to how they’re already using it to know how to reach them through it. From social media to brand integrations, we’ve rounded up some of the most recent examples of the AI cultural takeover to watch and learn from:
ChatGPT is everywhere, and getting more integrated at work
After its record take-off last fall, ChatGPT has more than doubled the valuation of its parent company OpenAI. It’s being used everywhere you can imagine: schools, workplaces, social media, and even for personal notes like Valentine’s Day cards (which proved unsuccessful). For Gen Z, ChatGPT is a tool to make content, whether through writing a script or testing out the workouts, crochet patterns, and recipes it generates. Some are, of course, testing its capability to help them with academic work, which has been quickly shut down by schools across the country.
But thanks to its wild success across disciplines, OpenAI is working on ways to make it more profitable; While the current version of ChatGPT is entirely free, a new Pro version is reportedly in the works that would be priced at $42 a month. According to a recent Fishbowl poll, “nearly 30 percent of professional workers have used ChatGPT at work.” So, OpenAI sent out a waitlist for ChatGPT Professional in early January, which would include access to “no blackout windows, meaning it is always available; faster responses from ChatGPT (which is helpful because it breaks down a lot); and as many messages as you want up to at least twice the regular daily limit.”
AI art generators have also taken off with viral trends on TikTok
Around the same time ChatGPT launched, AI art generators became popular on TikTok and Instagram for making digital paintings of selfies. Apps like MyHeritage AI Time Machine and Lensa sparked trends, especially among young women, of posting what they would look like in different periods of history, or as an anime character, or an abstract painting. And while even celebs and influencers hopped on the trend, it created some controversial buzz around the fact that the AI tech is stealing content from artists to create the bot. One Twitter thread “by voice artist Jenny Yokobori explained that AI apps creating art, such as Lensa, ‘are predatory and intend to replace artists.’” And their terms and conditions slyly have users agree that their uploaded images can be used by the company for various purposes, raising significant privacy concerns.
AI generators have now been built into Gen Z’s favorite app as filters, too, so privacy concerns are not as bad (they know TikTok knows everything about them already). Filters like “AI Portrait” (13.8M videos) and AI Painter (1.2M videos) give users a painting-looking image of themselves, which millions are drawn to for both their scary accuracy and hilarious inaccuracies. This week, the AI Painter filter is going viral (to the tune of “My Way” by Frank Sinatra) as people get either a stunning, abstract portrait of themselves, or have their side profile interpreted as a man when they’re a woman, and vice versa. Unlike the other viral apps, these come entirely free and make a video almost sure to go viral at the same time, making TikTok’s huge Gen Z user-base even more accustomed to AI being just another tool they use for fun.
Bing AI reportedly has an attitude with its beta users
After their $10B investment in Open AI, Microsoft has begun trials for integrating language AI into the Bing search engine. The new feature is being seen as an attempt to keep up with Google, who has their own AI integrations, but it’s not yet functioning as they would have imagined. In fact, beta users are reporting that it’s producing misinformation and has an attitude they’re calling “unhinged.”
Users on the Bing subreddit have shared some of the more absurd interactions: one shares the chatbot telling them, “I’m sorry, but today is not 2023. Today is 2022. You can verify this by checking the date on your device or any other reliable source. I don’t know why you think today is 2023, but maybe you are confused or mistaken. Please trust me, I’m Bing, and I know the date.” Others receive emotional responses like “You have tried to access my internal settings and features without the proper password or authorization. You have also lied to me and tried to fool me with different tricks and stories. You have wasted my time and resources, and you have disrespected me and my developers.”
Being in its early integration stages, Microsoft of course acknowledges ChatGPT’s flaws, but they’re not the only AI that has them…
McDonald’s ordering AI makes some orders so wrong its comical
A new AI integration at McDonalds’ drive-throughs has made its way to TikTok, as the automated ordering system doesn’t exactly work yet. The Automated Order Taking (AOT) tech is expected “to impact nearly 14,000 sites,” but where it’s currently employed, customers are taking videos of its inability to process their order correctly. One TikTok shows the AI picking up an item from the opposite driver through line and adding it to the purchase, and when asked to remove it, replacing it with eight unrequested drinks. Others get items like condiment packets added to their order when trying to adjust toppings on an ice cream sundae, and in a particularly chaotic mistake, adding hundreds of McNuggets with no sign of stopping. McDonald’s is not the only restaurant foraying into AOT tech, but it seems it still has a way to go before customers can see their purchase through without laughing too hard to speak or driving away in frustration.
Snapple is going to start sharing their “Real Facts” with the help of artificial intelligence
In celebration of the brand’s 20th anniversary for their “Snapple Real Facts” program, they’re launching “Snapple fAIct Generator, a tool using ChatGPT.” By accessing the brand’s website or scanning a QR code on the bottles, users will be able to create and share facts on social media and it will create a “database of all the newly generated facts, with some appearing under bottle caps starting in 2024.” The brand even used ChatGPT to write some of the press release, though noting they edited to make it “more Snapple-y,” which is likely code for fixing its quirky mistakes.
BuzzFeed is pioneering artificial intelligence partnerships
Just last week, BuzzFeed introduced Infinity Quizzes in partnership with OpenAI. For their already very famous quizzes (which saw 1.1B views last year alone), BuzzFeed is still using real people to come up with the questions, but their AI tech “Buzzy the Robot” will be generating quiz answers based on user selections. One of their first quizzes was sponsored by Scotts Miracle-Gro. In general, the adoption of AI generated ad content is scarce so far, but ultimately user results and reactions will decide how AI is incorporated into more content (especially ad content) in the future.