EY, one of the biggest professional services companies in the world, is launching marketing campaign, designed to promote its new unifying artificial intelligence platform, EY.ai, highlighting the need to put humans at the centre of the AI transformation to help deliver on the value the technology provides.
Coinciding with the opening on the UK’s AI Safety Summit, “The Face of the Future” is an assertion of the EY belief that confidence in AI needs to be instilled by prioritising a people-first approach.
This belief is brought to life through the campaign’s central theme, an ever-changing animated face comprising of the images of more than 200 EY people.
Designed to highlight the transformative power of AI across organisations when it is people-centric while making provocations around AI adoption, the activity poses the question “How can AI help your organisation face the future?”
EY says the activity has been developed with leading AI visual and voice technology typically used in blockbuster movie productions and forms the core of an omni-channel campaign intended to engage audiences across TV, out-of-home (OOH) advertising, digital, social media, and other EY channels.
Several agencies produced and executed the campaign, led by creative director Graham Fink of FinkDifferent, who conceived the creative direction in collaboration with Mark Goodwin of SquidInk.
The campaign is a joint effort, with Ogilvy UK and Hogarth Worldwide on content experience, Not Just Any (NJA) for production, The 5Gs for AI tech and EssenceMediacom for media planning. The EY.ai human-centric logo flowing with an animated ‘i’ was developed with the support of Brandpie.
EY global chief technology officer Nicola Morini-Bianzino said: “Building confidence in AI requires a holistic and people-centered 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.”
The year-long campaign will seek to attain a global reach by kicking off with 30-second TV commercials on several global business channels, such as Bloomberg TV, Euronews, CNBC and through connected TV.
Animated ads will appear on OOH displays in business-focused environments at prominent airports across the world as well as at high-traffic locations aligned with prominent sporting, entertainment, business and lifestyle events. In addition, “The Face of the Future” will feature prominently across EY channels and online platforms through podcasts, digital, social videos and banners.
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