Mona Lisa and the Statue of Liberty are brought to life by A.I.

As the antidote to bucket list tourism, VisitDenmark's latest activation campaign seeks to promote the "hygge" nation of Denmark, according to an article from Duncan MacRae for AInews.com,  

Mona Lisa, the Statue of Liberty, and other well-known tourist landmarks are brought to life by artificial intelligence with the straightforward appeal: Go to Denmark rather than coming to see me. The commercial distinguishes out not only for its funny style but also for being entirely authored by AI.

"Assume you are the Mona Lisa. Instead of having people wait in line to see you, have them write a speech about why they should go to Denmark.

The artificial intelligence that created the script for one of a series of videos in which tourist destinations from all over the world turn against themselves and recommend visiting Denmark instead of waiting in line at the Louvre or viewing the Statue of Liberty in a sea of selfie sticks was given this prompt. In line with its advertising message, "Don't be a tourist - be an explorer," VisitDenmark presents Denmark as the antidote to travel on a bucket list.

"Having famous sights from well-known tourist sites flip on themselves is a terrific approach to show the absurdity of going and seeing the same things as everyone else," said Louis Pilmark, creative director at Danish advertising agency Brandhouse/Subsero. The paintings and statues that attract millions of tourists each year are the best people to describe it.

The campaign is distinctive in that artificial intelligence was used to develop both the texts and the images, with the exception of the somewhat teaser approach. The addition of scripts entirely produced by AI makes it one of the first campaigns to mix the two technologies, even if new methods like deepfake and motion synthesis have been employed to make photos come to life in recent years.

VisitDenmark's senior PR representative, Kathrine Lind Gustavussen, stated: "The scripts are 100% created by AI - we didn't write a single word, we only cut out sections and pieces that were too lengthy or plainly untrue. Although it seemed a little scary to entrust artificial intelligence with all of our marketing, we're thrilled to be leading the tourist sector by utilizing cutting-edge technology to realize our imaginative thoughts and messages.

The whole campaign, created by London-based creative firm Fold7, is predicated on the observation that the allure of travelers checking off their bucket lists has faded. Our theory that "feeling like a tourist" would ruin a vacation was supported by research done in the UK, Sweden, and Germany. About half of the respondents concurred that congested tourist attractions and landmarks contributed to holiday dissatisfaction.

Yelena Gaufman, a strategic partner at Fold7, stated: "Denmark may not be on many people's bucket lists, and its wonders aren't enormous and spectacular, but they are many and little. We viewed this as a tremendous chance to draw in a different category of traveler—the explorist, the anti-tourist.