Artificial Intelligence is not just a matter of seriousness. Rema 1000, the Norwegian supermarket chain, understood this well by staging the AI but also its limitations in a humorous advertising spot. It's a gift!

Artificial Intelligence is in vogue, Machine Learning and Deep Learning have become everyday tools for companies. No one can say today that they have never heard of speech or facial recognition even though AI has not yet fully established itself in homes around the world. Of course, connected objects invade our homes, facial recognition now makes it possible to unlock our smartphones! Home automation and robotics are other disciplines that are experiencing a real boom at the international level. More than ever, the term "bot" has become part of the common language. And yet....

AI and voice recognition

And yet, Rema 1000, a Norwegian company, decided to play the AI card fully in our homes when a humorous commercial was broadcast a few months ago. Artificial Intelligence and connected objects that are then everywhere and allow the actor to turn on the music, put out the chimney fire, prepare a smoothie or open and close his front door to the simple sound of his voice. A blessing that is not in fact a blessing, as the spectator will learn as the story unfolds.

Artificial Intelligence would indeed only be in its infancy with its share of "fails" and "bugs". What would happen if our machines were unable, for one reason or another, to recognize the voice of their "master" or developer? Would they still be able to make good decisions? Is a total dependence of the human being on AI conceivable without any backlash? Can we totally trust Artificial Intelligence in our lives? Of course, Artificial Intelligence is beneficial in many cases, but it is still a discipline where there is still a lot to be done to, for example, eliminate bias.

AI can also complicate life...

This spot humorously highlights what could happen if we choose to give carte blanche to connected objects and Artificial Intelligence tomorrow in our homes. So, not sure that an AI is more effective at opening or closing a door than a simple key. In any case, this was the message that the advertiser wanted to convey in this advertisement, in this case Rema 1000.

Unknown in France, Rema 1000 is a Norwegian supermarket chain with the slogan: "Simplicity is king". It is as much a slogan as a philosophy for the Scandinavian brand, which has therefore voluntarily chosen to oppose Artificial Intelligence and simplicity. And it has to be said that they hit the nail on the head with a spot that will die laughing and that takes up the main codes of what we know today in Artificial Intelligence. Such a success that the editorial staff had to propose it to you. Or when the AI doesn't take itself seriously....