Baskin Robbins unveils ice cream crafted by ChatGPT

The Workshop by Baskin Robbins' store in Gangnam District, southern Seoul [SPC]

Baskin Robbins Korea is showcasing the world's first ice cream crafted by ChatGPT at its new store in Gangnam District, southern Seoul.

Any customer can stop by at the "Workshop by Baskin Robbins" store inside its Gangnam headquarters to taste the experimental product, according to SPC, the operator of the ice cream parlor chain in Korea, on Monday. The branch, spanning 330 square meters (3,550 square feet) with seating for around 100 patrons, also serves as an R&D center.

The space not only features products made directly by the company, but also presents creations from its headquarters' researchers as well as customers. It aims to incorporate consumer feedback and test for product expansion to other locations.

Introducing the so-called Baskin Robbins AI NPD (New Product Development) System, the store utilizes ChatGPT technology to generate new product ideas and visually appealing representations. Developers input specific keywords corresponding to ingredients, flavors and trends from which the system generates ideas along with descriptions and sample images.

This concept marks a first among global Baskin Robbins locations.

Exclusive to the Workshop store is a rotating lineup of AI-driven products that are updated monthly.

In collaboration with Secta9ine, a marketing solutions subsidiary of the SPC Group, Baskin Robbins introduced a range of new products at the Workshop store based on a big data analysis of 23 million customers. Offerings include experimental flavors like wasabi and crème brûlée, as well as innovative variations of classic flavors — for instance, using green tea to create "Green Tea Orange Jasmine" and "Green Tea Earl Grey."

Moreover, the Workshop store will introduce a brand storyteller, a "doctor," who engages with customers on a personal level, recommending flavors and sharing the Baskin Robbins brand narrative. The store will introduce an ice cream docent program with the doctor in the first half of the year.

"The Workshop will be at the forefront of introducing groundbreaking new products that integrate technologies like AI ... and shaping Baskin-Robbins' future as an R&D hub," said a spokesperson for Baskin Robbins Korea.

BY SEO JI-EUN [seo.jieun1@joongang.co.kr]