Canon Brings Back Importance of the Human Eye in an Age of AI
The campaign, entitled 'The Gaze Changes Everything', connects photography and AI, leveraging the human essence in the creation of images. The campaign was created by Dentsu Creative.
The more we use generative artificial intelligence, the more we realise how much our personal references and experiences affect the way we shape our creative ideas. Canon, a 90-year-old Japanese multinational, believes in technology as a connective force for the entrepreneurial spirit and the human eye. Based on the concept “Without the click, there is no prompt”, Canon do Brasil's new advertising campaign shows that technology, especially generative artificial intelligence, is one of our allies, but that the human approach will continue to be essential.
“We know that artificial intelligence tools are a reality, and we can't just treat them as a threat. We need to understand that even they have their limitations. That's where the components that will never be replaced comes in: the human gaze and sensibility." says Leonardo Silva, Ecomm and digital MKT, Canon do Brasil.
Created by the Dentsu Creative agency, the campaign avoids portraits commonly used in advertising campaigns and exalts artists who go beyond the obvious. The chosen artists were Benjamin Abrahão Botto, Tina Modotti and Lewis Wickes Hine, whose works permeate the repertoire of photography lovers and celebrate the authenticity of the human gaze.
"Generative AIs are incredible tools, with immense potential that has yet to be exploited. To deny or resist them is equivalent to denying the advance of technology. Our campaign goes in the opposite direction: it uses artificial intelligence to highlight and enhance the power of the human eye in photography", adds Pedro Reis, ECD Dentsu Creative.
The campaign integrates Canon's digital platforms with threo films, social media content and a series of prints that invites the public to also celebrate a differential that no A.I. can surpass, demonstrating that it is only through the eyes that it is possible to create. After all, it is the eye that changes everything.
