What do you do when an AI chatbot gives you a ridiculous answer? Apparently, you give it a Snickers.

The chocolate brand has launched a digital candy bar called “HungrAI”, designed to be used when an AI chatbot starts producing incorrect or nonsensical responses.

The campaign takes a playful spin on Snickers’ familiar “You’re not you when you’re hungry” slogan, suggesting that AI can also become a little less reliable when it is “hungry”.

According to a post by Dexerto on X, the HungrAI bar can be given to a chatbot to prompt it to reconsider its response.

The idea has quickly attracted attention online, with some users finding the concept amusing while others have called it a strange example of brands jumping on the AI bandwagon.

One commenter described the campaign as “peak cyber-psychosis”, arguing that giving a virtual chocolate bar to an AI experiencing a hallucination was a particularly dystopian marketing idea.

The campaign comes as companies increasingly incorporate generative AI into advertising and customer engagement, even as concerns over the technology’s reliability continue to grow.

AI chatbots can confidently produce false information, misleading summaries and offensive content. Those problems have already surfaced across areas including publishing, news and consumer applications.

For example, the reading platform Fable faced criticism after AI-generated book summaries reportedly produced offensive descriptions. The Chicago Sun-Times also faced embarrassment after an AI-generated summer reading list included fabricated content.

Researchers have additionally raised concerns about people using AI for deeply personal decisions, including asking chatbots to write breakup messages.

Against that backdrop, Snickers’ campaign is an amusing attempt to turn AI’s flaws into a marketing opportunity — but it also highlights a growing reality: artificial intelligence has become such a central part of everyday life that even its mistakes are now advertising material.

At least this time, the chatbot gets a chocolate bar instead of another software update.