AI VERSUS

TitleAI VERSUS
BrandTV RAIN
Category B06. Use of Technology
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 Direct?

Innovative use of Machine Learning and Word Embeddings technologies allowed creating a system of two AIs that helps users make a reasoned choice of a media channel. The AIs were created and “brought up” with the help of a state and an independent TV-channel. A user can ask questions about Russia and become a participant of the experiment, because the result is unpredictable and it depends on how a question was asked. It provoked interaction between users and the AIs. People were also eager to share the results of communication on social media, 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 (30% of vote)

The idea is to illustrate the difference between worldviews formed by various media. Two artificial intellects, like twins separated at birth, answer questions about Russia while having no background knowledge about the world. One brother was “brought up” by Russian state TV-channel, the other – by the country’s independent channel. Now they answer questions using the information they had absorbed during the experiment. And when kids don’t know something, they start making things up, which is the most fascinating part of it.

Describe the strategy (20% of vote)

The target audience - politically active people interested in obtaining true information. They actively use social networks. 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. There isn’t no intention to highlight either of the channels. However, the peculiarities of the vocabulary and manner of presentation are revealed. Everybody is free to choose either an officially bland material presentation of a state channel or a vivid and lively language of the independent channel. The choice is theirs.

Describe the execution (20% of vote)

Two pure and pristine AIs were created; they are like twins, but with no experience. The two systems were given a task to “watch” daily news. Then the AIs were taught to answer any questions about political, economic and social life of Russia. 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. It provoked interaction between users and the AIs. People were also eager to share the results of communication on social media, it led to many reactions and posts.

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