“AI works with the world we have created”
Artificial intelligence generates images based on what we learn from the world we know. That is why it can reflect the reality of inequality that many boys and girls live, as it has shown Save the Children Spain In his most recent campaign, created by Accenture Song.
The organization has carried out a Creative experiment in which a single word has changed in the prompts introduced in image generation tools by artificial intelligence. Thus, Japan has replaced by Gaza or Somalia by California to highlight how the image changes completely and the difference in the result. Thus, when requesting an image of a child playing in Gaza, Somalia or Yemen returns a reality marked by war or poverty.
The campaign “Changing a word” Take advantage of artificial intelligence, at a time when everyone talks about their potential, to show what many people and institutions prefer not to see. “The hardness of the images generated by AI reveals an uncomfortable truth: inequality is so documented that not even a machine can avoid reflecting it”; They point out from Save the Children in a statement.
As transferred from the organization, all the content that is part of the campaign was generated with Midjourneyfrom real prompts. This, they say, reinforces the authentic character of the experiment and transfers the power of Lña Technology in its application to raise awareness and awakening empathy.
“Our work consists in provoking changes so that children have the same opportunities regardless of the place where they are born, and with this campaign we hope to arouse the awareness that being condemned to poverty, hunger or the lack of education to be born in a certain place, should not be the norm“Alicia Moreno, Director of Communication and Fundraising at Save The Children Spain said.
“Four letters separate millions of children from a normal life, we live in a world where something as random as the place where you are born makes a difference between happiness and suffering“; said Juan Silva, Executive Creative Director of Accenture Song.”In the campaign there is no exaggeration, no emotional interpretation, only the cold and raw reality”,
The campaign, active for a few days, has a digital spot, content on social networks, a performance campaign on Google, Display advertising and a landing page. In it, users can contemplate the images generated as part of the campaign, as well as knowing the organization’s work in the different regions. There are also modules for Make donations to the Save the Children projects.
