Trailblazing Human vs AI debate wins award – GFK

As industry leaders in AI-powered brand data insights, GfK-NIQ understands the importance of pushing boundaries with our own award-winning brand awareness campaigns.

1. Leaders in AI Innovation

AI technology has played an integral role in GfK-NIQ’s operational landscape for many years. Our flagship market, consumer, and brand intelligence product gfknewron would not be possible without AI. Early this year, inspired by the ChatGPT phenomenon, we decided to make AI the centerpiece of our 2023 brand-building initiative. As innovators in the AI-powered data insights field, we embraced the opportunity to demonstrate our forward-thinking approach to AI in a fun, lighthearted, and engaging manner. Additionally, we wanted a unique idea to showcase our leadership in the CMO arena while putting our capabilities to the test with a swift, effective, and relevant top-of-funnel brand campaign.

Thanks to our innovative efforts in bringing the Human vs AI campaign to life, it not only resonated deeply with our audience and gained significant traction on social media, but also garnered recognition from esteemed industry awards.

Our campaign won Silver in the “Best Use of AI” category at the B2B Marketing Awards 2023. This award places us among a distinguished group of brands that have showcased exceptional creativity and innovation in their respective fields this year.

A lot of thought and effort went into bringing this concept to life. I encourage anyone to watch the video because the outcome was excellent. The AI’s answers were not just intelligent but were what I would expect from a discussion with another CMO. Margaret did a fantastic job briefing ChatGPT for the debate – of course, this in itself proves that human direction is still very important when working with AI tools. I thoroughly enjoyed bantering with Ruby the Robot and look forward to the next ‘Human vs AI’ challenge.

Gonzalo Garcia Villanueva

Global Chief Marketing Officer, GfK-NIQ