Fayola Douglas
Mar 31, 2021

Bake against the machine: Maltesers partners Google Cloud to create AI cakes

Computer-generated recipe tested against dessert by Bake Off’s Peter Sawkins.

Maltesers: AI cake has a Marmite-infused buttercream frosting
Maltesers: AI cake has a Marmite-infused buttercream frosting

Maltesers has partnered with Google Cloud to create a Maltesers cake using artificial intelligence.

The Mars Wrigley UK brand called upon The Great British Bake Off winner Peter Sawkins to create a recipe to challenge the AI creation, to see "who can invent the most innovative and imaginative cake".

Google Cloud engineers created a machine-learning model to combine hundreds of existing recipes with insights from Google Search Trends. Developer Sara Robinson used a combination of chopped and whole Maltesers in the model's AI-optimised cake and cookie recipes to create a new dessert.

The recipe for Maltesers AI Cakes (4d6172730a) which in binary-coded values is hexadecimal for Mars, features both a cake and a cookie. The treat is topped with a Marmite-infused buttercream frosting, after Google Search Trends revealed that one of the top searched questions recently regarding "sweet and salty" was "Is Marmite sweet or savoury?".

Sawkins went the nostalgic route, giving a soy sauce twist to an old recipe passed down from his mother. His Maltesers Entremets have a liquid caramel centre, incorporate malted milk powder, rich mousse and have a crunchy base.

Keen bakers are encouraged to try baking the recipes at home over the Easter weekend and can take a short quiz when they visit bakeagainstthemachine.co.uk to receive an additional recipe suggestion. Participants also have a chance of winning a KitchenAid Stand mixer and Maltesers bundle.

The campaign will be shared on social media using the hashtag #BakeAgainstTheMachine.

Robinson, senior developer advocate at Google Cloud, said: "AI is a powerful tool and I love thinking about fun, new applications for it. In this case, maybe it will even inspire other amateur bakers out there to build their own creations.

"I set out to build a model using Google Cloud AI that could provide the basis for a new recipe featuring Maltesers. Baking is an art as well as a science: it requires finding a delicate balance of ingredients, sprinkled with a bit of magic. AI is the foundation, and human creativity combined with technology made this project shine."

Source:
Campaign UK

Related Articles

Just Published

2 days ago

Tech Bites: Week of September 26, 2022

News from McLaren Racing, IAB Australia, CNN and more.

2 days ago

Campaign Creation Stories: How retailer Bananain ...

Chinese retailer Bananain and agency partner Goodzilla speak at length about their richly produced campaign that marries noodles with summer clothing.

2 days ago

Harnessing the power of SPO for programmatic campaigns

As more brand advertising spend flows into the programmatic ecosystem, players on both sides of the industry are beginning to rebel against complexity and demand transparency and efficiency across the supply chain.

2 days ago

Women to Watch 2022: Elayne Gan, Dow Jones

Recording incredible growth in the pandemic is no mean feat, and Gan boasts a massive 60% revenue growth since taking over the head of sales role in 2019.