Preface emphasises 'the power of prompting' with new campaign featuring AI coffee

Ed tech company Preface has launched a new brand campaign featuring its artificial intelligence (AI)-generated coffee to emphasise the importance of asking questions with generative AI technology.

This comes following Preface's launch of the first AI Coffee in 2020, utilising big data to enhance the coffee experience – a coffee that attunes to the weather, time and happiness index of the global news headline, crafting the ideal cup of coffee that matches consumers' mood. This year, the brand is introducing generative AI technology, including ChatGPT, Dall-E, and MidJourney, to enable visitors to learn how to properly prompt ChatGPT with simple and creative prompts.

Available until 21 May, the campaign aims to encourage people to have exposure to AI generation technology, Preface's spokesperson told MARKETING-INTERACTIVE. "We firmly believe that artificial intelligence will have a significant impact on all aspects of our future lives, and we want to encourage everyone to learn about and embrace this cutting-edge technology," the spokesperson added. 

When ordering “AI Coffee”, consumers can simply enter their names and select a few keywords. ChatGPT will generate a creative story for them, and the in-house baristas will recommend a unique and personalised cup of coffee based on the story co-created by consumers and ChatGPT. With ChatGPT-generated coffee, consumers can co-create a personalised cup of coffee that tells a unique story based on their chat with the Preface AI coffee. 

Apart from AI Coffee, the two-floor flagship store at Preface Coffee & Wine also features an exhibition showcasing the possibilities of AI generation technology, including a series of demonstrations on how to properly prompt ChatGPT with simple and direct prompts, such as avoiding lengthy and unspecific questions and instead using simple and direct prompts. 

In terms of mediums of promotion, the spokesperson said the exterior of Preface Coffee & Wine Flagship is adorned with a striking slogan that reads "The Power of Prompting," (學問 就是學問) catching the attention of many passersby in the bustling district of Causeway Bay. "The prominent display serves as a testament to the importance of asking questions, not shying away from seeking knowledge, and promoting AI generation technology to a wider audience. Through social media engagement and hands-on activations, the brand hopes to reach a diverse audience and provide a tangible experience with AI generation technology," said the spokesperson. 

To further promote its vision, Preface will be hosting a series of Preface Future Symposiums from May to June 2023, featuring elite speakers from various fields such as Hong Kong's former finance chief John Tsang, covering the future of consumer engagement, education, financial services, and work. The symposiums will offer Q&A sessions and networking opportunities, providing attendees with a deeper understanding of how to leverage AI to stay ahead in their respective industries. 

This was not the first time where Preface came up with a creative campaign that comprise education elements. Back in 2022, Preface launched a citywide campaign with the concept “Future to Gather” that demonstrates Preface's idea of creating the future collectively, promoting this idea by questioning its audience about how they see the future. Preface also encourages them to stay positive and proactively write down their "preface" of future living, for building a better world together.

Join Content 360 - Hong Kong: Stories For A New Era where over 150 content marketers come together to shape the future.  Content 360 - Hong Kong is a must-attend conference that focuses on cutting-edge content trends, innovative creation techniques, strategies to customise your content for the newest marketing channels, and more. Don't miss out on this opportunity to elevate your content marketing game in Hong Kong! Tickets are on sale now, register today. https://conferences.marketing-interactive.com/content360-hk/

Related articles: 

Preface invites audiences to co-create future in latest campaign
This AI wants to pour you the perfect cup of coffee for your day