Avocados From Mexico’s third consecutive AI-powered effort feels like an attempt to improve upon its Big Game effort from last year. (The produce marketer last ran an in-game ad in 2023.) As with 2025’s activation, this year’s project—dubbed Prediction Pit—leans on generative AI to produce personalized videos for consumers, delivered by a humorous celebrity (in this case, actor Rob Riggle). While the stunt utilizes the same AI tools as last year—HeyGen for the video and ElevenLabs for the audio—it takes things one step further by incorporating predictive AI to power its responses.
Users can ask Riggle, a.k.a. the “Guac Guru,” to make predictions on the winner of the game, the number of touchdowns that will be scored and players’ performance statistics. This information is pulled from a real data provider, SportsDataIO, which uses predictive AI to run simulations on future sporting events. Plus, these simulations update in real time to reflect actual developments, such as the score game or player injuries.
Riggle provides all of this information in the videos, which also include him addressing each user by name and providing a guacamole recipe based on the location of the team they select.
“Last year, we did one type of avatar and it was somewhat repeated based off of different customization points that we had in the experience,” said Kristian Bottini, founder and CEO of agency 270B, which helped develop Prediction Pit. This year, “we’ve tripled the amount of creative avatar work that we needed to do to fulfill the three different types of predictions that we’re delivering.”
Avocados From Mexico decided to lean on more AI for this year’s stunt largely because it wanted to extend the effort beyond the Super Bowl. Instead of launching its activation two weeks before the Big Game as it normally does, the brand released Prediction Pit in early December, allowing users ample time to create personalized videos with predictions for the NFL Playoff matchups on Jan. 12 and Jan. 25.
“AI is going to keep on evolving to work around our lives, and marketing needs to learn about that.”
Alvaro Luque, president and CEO, Avocados From Mexico
Avocados From Mexico’s key takeaway
Consumers are looking for AI-powered value, not merely AI-powered entertainment, according to Alvaro Luque, president and CEO of Avocados From Mexico.
“We’ve been using AI a lot over the past years, and very creatively, but the consumer gets tired of all these activations,” Luque said. “They’re looking for things that will actually add value to their life.”
Avocados From Mexico reviewed consumer research on the growth of sports betting and making predictions (in large part fueled by prediction market companies such as Kalshi). The brand also found that second-screen usage was very high during the Super Bowl. Avocados From Mexico sought to use AI to cater to these interests, rather than steal their attention away from them.
“AI is going to keep on evolving to work around our lives, and marketing needs to learn about that,” Luque said.
