AI Turns Vegans Into Carnivores in New Steak-umm Marketing campaign


Take a peek into a spotlight group of vegans, the place a handful of individuals discuss what it means to them to comply with an animal-free weight loss program. 

One man says it “reveals I’m an ethical individual,” whereas one other proudly factors to his “V” for vegan tattoo and a girl provides: “I might by no means contemplate consuming meat once more—generally I get disgusted watching folks eat a steak or a cheeseburger.”

But moments later, these similar take a look at topics change their tune totally, professing that “meat is sort of a faith for me,” “once I see somebody eat a salad, I simply really feel sorry for them,” and “I really imagine that meat can heal the rift on this nation.” 

Additionally they, apparently, scarf down an enormous “100% actual beef” and cheese sandwich made with Steak-umm.

Besides they didn’t.

There’s manipulation afoot right here within the type of deep pretend expertise. Utilizing available off-the-shelf instruments, Steak-umm and company of document Tombras twisted the individuals’ responses and doctored the video, seemingly turning vegans into carnivores. 


The objective of the adulterated video is to make some extent concerning the potential of AI to invade a mean individual’s life, given the tech’s current historical past of “getting used to gaslight, defraud and sow confusion” among the many American populace, per the model.

With the marketing campaign—dubbed “DeepSteaks”—the second-generation family-owned frozen beef model continues its unlikely but now well-established battle towards misinformation within the digital age.

And by way of a associated website,, the corporate needs to assist educate customers concerning the sizzling button concern, asking them to signal a petition to help the Deep Faux Accountability Act and foyer their elected officers to take motion.

“The deepfake discussions thus far have principally centered round celebrities and world leaders,” Dooley Tombras, company president, informed Adweek. “None of it has centered on the way it can impression on a regular basis folks.”

The irony of a grocery retailer staple dropping reality bombs about topical issues—which shifted into excessive gear throughout 2020’s lockdown—has by no means been misplaced on the model, in accordance with Max Scannapieco, nationwide vice chairman of gross sales and advertising at mother or father firm Quaker Maid Meats. 

With a presidential election looming—and Joe Biden turning his consideration to AI regulation—an education-first platform could also be timelier than ever.

“Since we’re 100% actual beef, we at all times wish to be actual with the buyer,” Scannapieco informed Adweek. “We all know it’s a danger to talk out, however it’s a danger we’re keen to take, with transparency being key.”


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