Ernst and Young (EY), a leading consulting and tax firm, has recently launched a new marketing campaign titled “Faces of the Future.” In collaboration with Ogilvy UK and Hogarth Worldwide, the campaign aims to promote artificial intelligence (AI) as a […]
Ernst and Young (EY), a leading consulting and tax firm, has recently launched a new marketing campaign titled “Faces of the Future.” In collaboration with Ogilvy UK and Hogarth Worldwide, the campaign aims to promote artificial intelligence (AI) as a tool that can enhance human intelligence and creativity.
The campaign features a video spot showcasing AI-generated characters describing EY’s AI platform, EY.ai. The characters alternate while the opening face states, “This is the face of EY.ai.” Following that, a series of different faces concludes, “The faces of the future, humans upgraded and enriched by AI.” Each character is accompanied by a unique voice, all generated using AI methods.
The year-long campaign was launched today with a shorter version of the video spot. It will continue to be distributed through television, outdoor spaces, social media, and other channels.
The need for creating a “human-centered” AI, as it is often referred to, is increasingly expressed among business leaders and marketers as technology advances rapidly and threatens to replace some professionals in the job market or even, as some warn, become beyond our control and lead to a global catastrophe.
Considering these concerns, experts are advocating for an AI approach that emphasizes enhancing human creativity rather than replacing it.
The characters in EY’s new video resemble more like moving cubist paintings than hyper-realistic deepfake characters generated by AI, which have become increasingly prevalent on the internet in recent months. These characters were created using a generative AI algorithm that utilized 200 photographs of real EY employees from around the world. The digitally displayed faces are clearly designed to represent a representative sample of the human species. The series of transforming faces is surrounded by dazzling techno-flashes of visual effects: Matrix-inspired data cascades, graphic design, and geometrical shapes.
In addition to the humanitarian vision of the future of AI, the new video spot also aims to showcase EY.ai as an exceptionally skilled group that can be trusted to help clients understand and leverage new and fascinating AI technologies that can sometimes be overwhelming.
“To adopt AI, you need to know how it will impact your business,” says John Rudaizky, Global Brand and Marketing Leader at EY. “Ultimately, we want clients to know that we are here to help them… This campaign, in its broadest sense, is about building trust to navigate this new AI era and how we are here to assist clients in that process.”
In line with the common belief among marketers that AI can help efficiently accomplish traditionally time-consuming tasks, Rudaizky adds, “Without AI, creating this campaign would have taken us months and significant amounts of money.” He also acknowledges that the “new era” of AI, which he believes is led by generative AI, is still in its early stages and that most people are still learning about the technology and the impact it will have on their everyday lives. “With all new technologies, you have to be cautious and learn,” he says. However, he remains optimistic about the future, stating, “I believe [AI] will open up a new era of creativity.”
1. Which marketing agencies were involved in creating the campaign?
The campaign “Faces of the Future” was created in collaboration with Ogilvy UK and Hogarth Worldwide.
2. What is the goal of EY’s new campaign?
The goal of the new campaign is to promote AI as a tool to enhance human intelligence and creativity, as well as to present EY.ai as an expert platform that helps clients understand and leverage new AI technologies.
3. How were the characters generated in EY’s new video spot?
The characters were generated using 200 photographs of real EY employees from around the world, using a generative AI algorithm.
4. How does EY aim to help clients adopt AI?
EY aims to help clients understand how AI will impact their businesses and build trust in the new era of AI. Through the “Faces of the Future” campaign, they convey that they are there to assist clients in navigating these changes.