Nobody (yet everybody) cares about AI: Fiverr’s new campaign stresses importance of people, not tech
Online marketplace for freelancers, Fiverr, has launched an ironic, jazzy campaign declaring that nobody, yet everybody, cares about AI.
The Broadway-style musical, ‘Nobody Cares’, shines a spotlight on how everybody is experimenting with AI and finding their footing, but nobody else really cares.
It comes off the back of Fiverr’s new report which aims to shift the focus on what people should care about – the talent instead.
The self-described “over-the-top” campaign reminds people that when it comes to new technology, the results ultimately lie in the hands of the people using them.
The report, released on Monday, studied generative AI usage in over 3,000 freelancers to provide insights on the AI tools they are using, along with the trends, results, potential challenges, and benefits of using them.
ChatGPT, MidJourney, and Firefly were ranked among the most used tools at 88%, 37% and 29%, respectively, with 63% of freelancers engaging with them – up 5% from 2023.
The industries using AI tools the most were programming and tech at 86% of freelancers – up 10% from last year – and music and audio at 41% of freelancers – up 9% from last year.
Freelancers are using AI the most in text and content generation (40%), followed by visuals and art (19%), and data analysis (1%).
It found that while AI usage is rising, a high level of scepticism remains, exacerbated by concerns of accuracy and quality, along with legal, copyright, and privacy issues.
Featuring cameos from Fiverr’s CEO, Micha Kaufman, and ‘Corporate Bro’ Ross Pomerantz, the campaign is running online and across social media platforms.
“As more people and businesses are tapping into the potential of AI, we’re now entering an exciting phase of seeing what is actually being created with it,” said Matti Yahav, chief marketing officer at Fiverr.
“With AI helping to unlock the power of creativity, our new advertising campaign invites the public to look beyond AI as a tool, harness your imagination, and consider the endless possibilities, enormous amount of fun and great results that can come from leveraging the best AI talent.”
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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