Ajvar (a condiment made from sweet red preserved peppers) is a traditional side dish with a traditional (i.e. older) target audience. Podravka has decided to turn its product, which is usually not recognised as trendy, upside down. Quite literally. Ajvar Squeeze, which has a practical dispenser and can be squeezed out like ketchup, has been added to the range of products. A solution that drastically improves any summer picnic was recognised as virtually the best invention in the world, thus it deserved an equally innovative communication approach.

Using ChatGPT, which can respond in a specific linguistic style and from a preferred perspective, we created a sarcastic counterpart. We applied this knowledge to the creation of the web tool and taught AI.VAR to respond in the entertaining style of a stand-up comedian, rejecting any innovation as inferior to our product. The tool went live on the stisniajvar.si platform where users consistently submitted their suggestions for world-class innovations. AI.VAR, in turn, rejected their suggestions just as steadily, each time pointing out the revolutionary advantages of Ajvar Squeeze, a true world-class invention. Even after being rejected by AI.VAR, the best innovation proposals earned a prize.