And, like the Swatch X U, it is possible to further customize the watch by choosing indexes or the color of its mechanism. To save on data center power waste and uncontrolled creativity, you’re allowed only three prompts per day on AI‑DADA, which Swatch is pitching as a “creative challenge that makes every effort feel special.”
Ultimately, what we have here is a new version of the Swatch I wonder what could possibly go wrong here?
I asked Roberto Amico, Swatch Group’s global head of digital and ecommerce, what guardrails have been put up to stop people from creating their own Jeffrey Epstein Swatch, or White Power Swatch, or Stormy Daniels Swatch. Or perhaps a pattern with the Rolex logo, or something that looks like a Rolex logo.
Amico reassured me that Swatch has indeed set up guardrails, especially with logos, for example, with some restrictions already in place from OpenAI. But interestingly, Nick Hayek Jr., CEO of Swatch Group, told me that he struggled with OpenAI Removal Some of its existing guardrails are to make AI‑DADA “more generous, more clean.”
Hayek also confessed at the launch event in Switzerland that her first hint at AI-DADA was related to “sex, drugs and rock’n’roll”, but she was told that her own model would not allow it. Still, you can never underestimate the ingenuity of the general public to avoid obvious red flags – such as a ban on models reproducing nudity or religious symbolism – and create something that Swatch probably wouldn’t want to be associated with. Only time will tell how bulletproof this model really is.
familiar faces
While Swatch’s image model may be based on OpenAI, it defaults to a data set of over 40 years of Swatch watches, products, design, art and street images. Do you like any patterns or colors on a particular Swatch dial or strap from the 1980s? It is there. Loved collaborations with Keith Haring or Vivienne Westwood or Phil Collins, the model has it too. If you ask for a design inspired by something Swatch has collected in this collection, only then, Amico tells me, does AI‑DADA go beyond the in-house dataset and mine OpenAI’s data.
Courtesy: Swatch