EY uses AI to blend employees’ faces in new campaign

Consulting firm EY is out with a new ad campaign that uses artificial intelligence to blend the faces of over 200 employees. The amalgamation stitches together disparate facial features in a papier-mâché-like manner, including lips moving in accordance with AI-generated voices describing EY’s AI offerings. Over the course of the minute-long ad, the face morphs into several different combinations, creating a deepfake effect that is equal parts amusing and spooky. The campaign, dubbed “The Face of the Future,” is meant to highlight the human-centered approach behind EY’s AI platform, EY.ai. A major concern that has emerged alongside the growth of artificial intelligence is that the technology is outpacing human control of it. Multiple groups of technologists and researchers have penned open letters voicing this fear. President Joe Biden today signed an executive order establishing numerous guidelines for the development of AI. The ad industry itself has grappled with concerns around the rampant development of AI. Scores of brands and agencies are looking to integrate the technology, while tech companies like Meta are constantly rolling out AI-powered tools. The result is a building storm of investment and momentum that will only be more difficult to slow down as time progresses. To assert its human-focused message, EY captured static facial images of over 200 employees which were then animated against a moving face developed by AI. A voice recording was also manipulated by AI to create new voices that matched the moving faces. “The Face of the Future” was created with Ogilvy UK and Hogarth Worldwide, among other creative partners. It will run for a year in the form of 30-second TV commercials on business channels, as well as animated out-of-home ads at airports and other high-traffic locations. EY launched EY.ai in September after announcing a $1.4 billion investment in the hot technology. Offerings include generative AI-powered tools, such as an AI assistant, as well as training and online courses for clients and employees. AI marketing blog How brands are using ChatGPT, DALL-E 2 and other tools Read more here

EY uses AI to blend employees’ faces in new campaign

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