2019 Brand Experience & Activation

AI VERSUS

Bronze eurobest Award

Case Film

Presentation Image

ClientTV RAIN
Category A05. Media / Entertainment
TitleAI VERSUS
Product/ServiceTV RAIN SUBSCRIPTION
Entrant VOSKHOD Ekaterinburg, RUSSIA
Idea Creation VOSKHOD Ekaterinburg, RUSSIA
Idea Creation 2 ISD GROUP Kiev, UKRAINE
Media Placement VOSKHOD Ekaterinburg, RUSSIA
PR VOSKHOD Ekaterinburg, RUSSIA
Production VOSKHOD Ekaterinburg, RUSSIA
Production 2 ISD GROUP Kiev, UKRAINE
Production 3 APPS SOLUTIONS INC Troy, USA
Credits
Name Company Position
Andrey Gubaydullin Voskhod Creative Director
Anton Rozhin Voskhod Copywriter
Darya Ovechkina Voskhod Copywriter
Dmitry Maslakov Voskhod Digital Creative Director
Anna Maslyakova Voskhod Digital Art Director
Vasily Tsykin Voskhod Technical Director
Liliya Zagidullina Voskhod Web Designer
Vladislav Derevyannikh Voskhod Design Director
Elizaveta Larionova Voskhod Producer
Viktor Shkurba ISD Group GmbH Director of Creative Technology
Andrew Sergeyev ISD Group GmbH Head of Development
Svitlana Taborskykh ISD Group GmbH Head of Data & Analytics
Andrii Mishchenko ISD Group GmbH Creative Technology Head
Michael Traverse ISD Group GmbH UX & Strategy Head
Kateryna Malashok ISD Group GmbH Creative Technologist
Dmytro Yatsyna ISD Group GmbH Creative Technologist
Helena Shyta ISD Group GmbH Producer
Dariia Andriushchenko ISD Group GmbH Producer
Mykola Slobodian The App Solutions CTO
Oleksandr Bushkovskyi The App Solutions Lead Architect
Illia Vasylevskyi The App Solutions Data Scientist
Andrii Shokotko IThe App Solutions Data Scientist
Oleksii Shevchuk The App Solutions Project Manager

Why is this work relevant for Brand Experience & Activation?

We created two AI systems that are able to communicate with users. People can ask questions about Russia and immediately get answers from two intellects. These two AIs were "brought up" by different media - one by Russia's independent TV-channel, the other - by a state TV-channel. Asking a question, a user becomes a participant of the experiment, because the result is unpredictable and it depends on how a question is asked. It provoked interaction between users and the AIs. People shared the results of communication on social media, and it led to many reactions and posts.

background

Russia’s media channels are subordinated to the government. They always present the news in the way that is beneficial to the government. They are completely “pro-Putin” and know how to brainwash people’s heads. There is a channel that is opposed to them; it is not financed by the government and doesn’t take instructions from anyone, so it can tell about things that are hushed up by the federal channels. Obviously, the content, vocabulary and manner of news representation is very different. The worldview of a person who watches a different channel is different too. The goal of the campaign was to increase awareness of the independent channel. It was also to reveal a deep mental problem of information environment as the crucial factor influencing people’s minds.

Describe the creative idea (20% of vote)

Machine Learning and Word Embeddings technology was used to reveal the difference between propaganda and news. Two AIs were “brought up” by a state and an independent TV-channels for 6 months. Then they were taught to answer questions about Russia, but only using the data they “had learned” while watching news programs of those channels.

Describe the strategy (20% of vote)

The chosen strategy was targeted at politically active people interested in obtaining true information. They actively use social networks and live in metropolitan cities. There’s no use in trying to impose an opinion on them, as they are intolerant towards direct advertising. They are used to making choices, comparing and experimenting on their own. That’s why they were offered to participate in an experiment that would show how a worldview is formed depending on the information environment. Asking a question, a person becomes a participant of the experiment, because the result is unpredictable and it depends on how a question was asked.

Describe the execution (30% of vote)

Two “pure spotless minds” were taken and fed daily news for six months. A mix of innovative technologies (Google Speech-to-Text, Trained Neural Network, Question Answering Model (Q&A), ODQA, Word Embeddings) helped AIs absorb terabits of information. After 6 months, they could answer any questions. But only using the knowledge and vocabulary of the programs they had watched. Using the website interface, everybody can ask a question to the AIs and get answers from them or read related answers. Also, one can vote for the system he/she likes more.

List the results (30% of vote)

The story rocketed around the Internet and media. In one week 14 048 080 media impressions 193 427 visitors 93% voters favored TV Rain's AI In one month 386% growth in number of subscribers