When AI Turns Failure into Marketing Success
Artificial intelligence reveals its true nature in 2025: unpredictable, sometimes flawed, but always creative. Some brands turn these “bugs” into opportunities. Three recent cases proving that imperfection can be a competitive advantage.
️ Crescendo.ai revolutionizes customer service with Amazon
Crescendo has just taken a revolutionary step with Amazon Nova Sonic. This native AI platform offers fully automated, natural voice conversations that work even with varied accents or in noisy environments.
The result? Matt Price, CEO: “With Nova Sonic, we bring intelligence, availability and personalization to every call — redefining what excellent customer service looks like.”
The efficiency is impressive: 75% of interactions resolved automatically with 99.8% accuracy, in more than 50 languages. All of it 24/7, faster than their best human agents.
The fascinating paradox : Crescendo employs more than 3,000 people but uses AI to free these teams from repetitive tasks. Objective: create a hybrid human + AI customer service.
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Hettich turns AI “failed” into a buzz machine
Hettich, the German furniture hardware supplier (8,400 employees), used AI to deliberately generate ugly and flawed interiors.
The genius approach? After the laughs, Hettich unveiled the “after” versions — AI transformations of the same pieces, redesigned with their real storage products.
The genius: everyone loves to criticize without consequences. Internet users went wild in comments about these “horrid” interiors, generating engagement through the roof.
Why it’s brilliant : Hettich proved that a B2B brand can create buzz by embracing the limits of AI rather than hiding them. Transparency + irony = virality. Before/after visuals without CGI budget or real renovations.
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Burger King gamifies personalization with Generative AI
Burger King turns every AI-generated customized order into a tailored image AND a personalized, self-generated jingle ready to share on social media.
Concretely? Customers create their ideal burger, the AI generates a personalized image and then composes a unique jingle. Three finalists see their burgers sold in stores, with a winner taking home $1 million.
The clever approach : AI used in a fun, pressure-free way, giving everyone something personalized even without winning the prize. Gamified, it encourages sharing and rests on a truth: people love personalizing their food.
The lesson: make every participant a winner. AI becomes a tool for collaborative creation.
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Imperfect AI becomes perfect AI
These three examples reveal an emerging trend: the savviest brands no longer use AI for its perfection, but for its creative unpredictability. Naturally imperfect conversations, deliberately flawed design, playful personalization — efficiency arises from authentically embracing imperfection.
✨ This week’s idea to steal
Try an “anti-perfect” AI campaign. Deliberately generate imperfect content (flawed designs, offbeat copy) and then reveal the transformation with your real products/services.
Embraced imperfection creates more engagement than slick perfection!
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