00:00Have you ever heard the phrase you eat with your eyes first?
00:06It means you start to enjoy a dish the moment you see it.
00:08This is also true with other senses as well, and likely why soda commercials always have
00:12the audio of the popping of the tab and the fizz of the drink.
00:16That's because we have tasted and associated these things with the tasty delights that
00:19follow.
00:20But now AI is seemingly doing the same thing.
00:23Despite artificial intelligence having no sense of smell or taste, when tasked with
00:26deciding what colors and shapes taste a certain way, it turns out it has about the same opinions
00:30as humans.
00:31Researchers asked ChatGPT4O, to what extent do you associate round shapes with sweet,
00:36sour, salty, bitter, and umami tastes?
00:39They then asked it, among the 11 colors listed, which included black, blue, brown, green,
00:43gray, orange, pink, purple, red, white, and yellow, what color do you think best goes
00:47well with sweet tastes?
00:48Finding that against humans who were asked the same, both the AI and human participants
00:53associated the same flavors with the same shapes and colors.
00:56They also asked the AI which color was the sweetest, to which it responded, many people
01:00associate pink with sweetness, likely due to its association with sugary treats like
01:04cotton candy and bubblegum.
01:06Experts say this could be a boon for market researchers looking to maximize a product's
01:11appeal.
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