With the help of Rethink, Kraft Heinz recently joined the AI Craiyon, previously called Dall-E 2, as an extension to its “Draw Ketchup” campaign. Dall-E 2 generates pictures of any phrase that is put into the search box. The original campaign asked everyone to draw ketchup and the company was delighted to find out that most drew some version of Heinz bottle or logo. Similar results were given by the AI programme. The brand used some of the weirdest and most funny images to run ads in USA Today and The New York Times. This foray into AI space has established the dominance and association of Heinz as interchangeable with ketchup.