The EY organisation has announced the launch of a marketing campaign ‘The Face of the Future’, to promote its unifying artificial intelligence (AI) platform, EY.ai. The campaign highlights the need to put humans at the centre of the AI transformation to deliver on the exponential value the technology provides.
The campaign was led by Graham Fink of FinkDifferent, in collaboration with Mark Goodwin of SquidInk. It was a joint effort with Ogilvy UK and Hogarth Worldwide on content experience, NJA for production, The 5Gs for AI tech and EssenceMediacom for media planning. The EY.ai human-centric logo was developed by Brandpie.
The campaign film features an ever-changing animated face comprising images of more than 200 EY people. It highlights the power of AI when it is people-centric, while posing the question: How can AI help your organisation face the future?
The film was developed with AI visual and voice technology typically used in movie productions. EY enlisted more than 200 people from across the world and each was photographed to create static images that were then animated against a moving face and speaking to a script using a proprietary AI model.
To highlight every individual’s facial architecture, a specially adapted one-shot StyleGAN was used. From there, a single professional voice recording was transformed using Voice AI to develop a number of new voices that matched the film’s moving faces precisely.
Nicola Morini-Bianzino, EY Global Chief Technology Officer, said, “Building confidence in AI requires a holistic and people-centred approach. As global leaders, organisations and entire industries contemplate the transformative capabilities of AI, we are helping EY clients face the future with confidence by emphasising this exact approach to AI-enabled business transformation. This campaign reflects the power of EY people, augmented and empowered by AI, in driving the change to build a better working world.”
John Rudaizky, EY Global Brand & Experiences Leader, said, “The Face of the Future” is not only an extension of the EY long-standing commitment to AI innovation but underlines the organisation’s belief that people must be augmented by technology, not in service of it. EY aspires to build a brand that is synonymous with leading on AI and this campaign will serve to show EY clients, people and communities alike how we are doing just that – by placing people at the centre of AI to create exponential value.”
Fink said, “Our creative concept underscores the fundamental belief that AI must be people-centric. It highlights the human role in AI adoption, instilling confidence in our audience globally. It’s remarkable working on such an innovative campaign and being instrumental in driving home a message that continues to shape the future of how we experience and interact with AI.”
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