The initiative, titled Hungr.AI, treats the common technical errors of large language models as hunger-induced personality shifts. By visiting the company’s dedicated portal, users can feed their AI assistant a digital "byte" of a SNICKERS bar. According to Ashley Gill, Brand & Content Vice President at Mars Snacking, the move is a playful attempt to reinvent how the brand connects with consumers as generative technology integrates into daily routines.

Beyond the digital gimmick, the promotion offers a tangible incentive for U.S. residents aged 18 and older. Users who engage with the Hungr.AI interface on platforms like Reddit or Snapchat can unlock a voucher for a physical SNICKERS bar, delivered through DoorDash. The promotion runs from August 31 through September 20, though the supply of free candy is limited and distributed on a first-come, first-served basis.