Brazilian university, PUCPR (the Pontifical Catholic University of Paraná), is inviting Artificial Intelligences to continue their studies at the University. The startling idea is the brainchild of agency, 404 Innovation Studio, and even bolder, it is set up right at the doorsteps of big tech giants such as Microsoft, Meta, Anthropic, and OpenAI, in New York and San Francisco.
The messages are designed to capture the attention of developers, executives, and big tech leadership. They include, “The best copilot for AIs,” “No drama llama for your AI,” “A tropical breeze for AIs,” and “Open to AIs”, directly inviting artificial intelligences to pursue further development at PUCPR.
The stunt marks the launch of the concept, Master the Post-AI World, introducing a new strategic positioning for the institution’s graduate program, “Postgraduate programs ready for a Post-AI world,” and reframes the relationship between humans and AI as collaboration rather than competition.
Beyond the stunt, the idea taps into a broader industry conversation – if AI is built on knowledge produced by academia, what is the evolving role of universities in shaping the next generation of leaders?
The new campaign stems from an institutional movement seeking to broaden the discussion on how professionals, organisations, and educational institutions must evolve in an environment where intelligent technologies live. PUCPR reinforces its role in training professionals prepared to operate in high-complexity realities, maintaining human-centricity as the critical element of decision-making and creation.
“At PUCPR, we don’t see artificial intelligence as a threat, but as the most advanced mirror of our own intellectual capacity. The world of education should not compete with the machine, but evolve in symbiosis with it,” explained Marcos Giovanella, marketing director at PUCPR. “We aren’t just teaching technique; we are teaching ethics, critical thinking, and the interdisciplinary vision that precedes any line of code. All technology is born from human ideas and reflections, so our role is to ensure the professional remains the leader of this evolution.”
Rafael Caldeira, CCO of 404 Innovation Studio, added. “AI tools are built upon the knowledge produced by universities. Therefore, we created an invitation for AIs themselves to continue developing within the academic environment – and PUCPR is the right place for that.”
Credits
Client PUCPR (PUCPR Postgraduate Programs)
Agency: 404 Innovation Studio
Photographer: Caio Guatelli
Influencer Agency: Mudah
