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Case study – the not so wonderful world of Willy Wonka

Whilst AI can provide a cheap and quick tool for creating marketing campaign materials, you should ensure that the imagery you create is representative of what you are selling.

One example of negative consequences that can occur if misleading images are used for promotion is the ‘Willy Wonka Experience’ that has recently hit the headlines. In this case, generative AI imagery was used to promote an immersive event that did not meet customer expectations.

Left, how the Welcome to Willy’s Chocolate Experience was marketed. Right: The actual event, which resulted in people demanding refunds. Composite: Willyschocolateexperience; SWNS. Source: Glasgow Willy Wonka experience called a ‘farce’ as tickets refunded | Scotland | The Guardian

This article outlines the full story behind the event. As you will learn, the event was mismanaged in several ways. However, the misleading AI-generated images clearly played a significant role in creating unrealistic expectations about the event.