Mumbai: Scaler, an AI-native technology company, has launched #NotDoneAI, a new digital campaign featuring comedian and writer Biswa Kalyan Rath, taking a humorous yet thought-provoking look at the growing trend of “vibe coding” — building with AI-generated outputs without fully understanding the underlying logic.
Conceptualised and executed by Emplace HQ, the campaign uses satire to highlight what can happen when speed and convenience replace foundational understanding. The digital film follows Biswa as he attempts to build a food delivery startup using AI and a series of vague prompts, only to find the platform spiralling into increasingly chaotic outcomes.
The narrative unfolds through a sequence of humorous scenarios where AI interprets instructions too literally. In one instance, a simple prompt to deliver food results in the complete removal of restaurants from the platform. In another, customers receive only biryani regardless of what they order. As Biswa continues refining his prompts, the startup descends into absurdity, underscoring the risks of relying on AI without applying human judgment and contextual understanding.
Rather than criticising AI, the campaign focuses on how professionals engage with emerging technologies. Through humour, #NotDoneAI explores a growing behavioural shift where faster execution is often mistaken for deeper expertise and emphasises the importance of combining AI capability with strong fundamentals.
Within less than 24 hours of release, the campaign garnered more than 4.5 lakh views, reflecting strong audience engagement with its relatable take on AI-assisted creation and prompt-driven decision-making.
Commenting on the campaign, Rahul Kartikeyan, Chief Marketing Officer, Scaler, said, “We are living through a moment where anyone can build something with AI, and that’s genuinely exciting. But we are also seeing people mistake faster execution for deeper understanding. The idea behind this film came from that observation. Biswa brings a unique ability to find humour in everyday situations, making him an effective voice for a conversation that many professionals can relate to. AI is a powerful tool, but understanding remains the real advantage.”
Through #NotDoneAI, Scaler aims to reinforce the idea that AI should serve as an enabler rather than a replacement for learning, encouraging aspiring professionals to build AI fluency while continuing to invest in core skills and deeper understanding to succeed in an increasingly AI-driven world.
