Fiverr: The power of humans (as seen by robots)

Companies like Translated and Fiverr are relying more and more on AI to assist their humans to do what they do. And that means reassuring humans about AI, its potential to elevate human work and the essential role that humans still play. Fiverr’s way of doing that is to get AIs to explain humans, in a heart-warming commercial and supporting OOH called Power of Humanity, developed by Fiverr’s in-house creative team.

A survey of 500 businesses across the U.S. conducted by IPSOS for Fiverr found that 90% reported using or are planning to use freelancers to complete or complement projects conducted using Generative AI (59% versus 31%). This data shows businesses are mainly optimistic about AI, but still believe human talent should be integrated throughout the process.

“At Fiverr we are techno-optimists. As a global platform powered by human talent, we embrace what AI can do to ignite creativity, increase production, and streamline workflow. It’s been amazing to see how our community has welcomed AI, from businesses tapping skilled freelance talent to implement AI into their workflow and products, to freelance talent using this technology to be more efficient or pivoting their skills to meet the demands of businesses,” stated Gali Arnon, chief marketing officer at Fiverr. “Our new multi-channel campaign celebrates the possibilities this technology offers but also highlights the most essential element to success – human talent. It’s honoring this incredible tech evolution while celebrating where true inspiration comes from – people.”

The OOH ads, running New York City (Penn Station, Midtown Tunnel, West Side Highway, and Port Authority) with the tagline, AI took my job… to the next level, feature images of real Fiverr freelancers offering AI services, taken by local Fiverr freelance photographers. The OOH creative addresses people’s concerns about AI head on, while reassuring them, through real life examples, not to be fearful, because when humans are at the helm, AI can lead to incredible results in one’s career and work.

The Power of Humanity campaign follows several Fiverr initiatives this year, including an open letter in The New York Times penned by Fiverr’s chief executive officer, Micha Kaufman, new AI categories on Fiverr’s marketplace and the incredible growth in demand for AI services, and the release of a unique AI matching tool called “Fiverr Neo.” Additionally, the company launched a dedicated AI Content Hub to help freelancers and businesses navigate how to implement AI into their products, workflow and services.

Fiverr tells AI “Don’t worry, follow the humans’ lead, and you’ll do just fine.”

Credits:

Client & Creative: Fiverr
Chief Marketing Officer: Gali Arnon
VP of Global Brand Marketing: Matt Clunan
VP of Design: Nadav Barkan
VP of Global Communications: Siobhan Aalders
Creative Director: Ami Alush
Director of Brand Strategy: Trey Armstrong
Director of Brand Media: Colette Bloom
Director of Communications: Holly Steffy
Director of Paid Acquisition: Yaara Gazit
Senior Brand Marketing Manager: Adam Winograd
Senior Brand Manager – Rebecca Fox
Creative Specialists Team Leader: Nimrod Maiman
Senior Creative Specialists: Shiran Romano, Idan Kravitz, Ronen Kornberg
Motion Designer Lead: Ido Sapir
Project Management Lead: Orit Yashpe
Paid Acquisition Team Leader: Kobi Ron
Script Writer: Marc Grey
Public Relations Specialist: Molly Nolan
Vertical Manager: Noam Benz Bar

Production Company: Arts and Sciences
Director: Quentin Deronzier
Producer: Lauren Highman
DOP: Cezary Zacharewicz
Production Designer – Byron Broadbent

Service Company: Solent Films
Editors: Hugo Beron & Yanjun Zhou
Researcher: Lola Sanchez
Composer: Lucas Felower
Post-Production: Monumental FX
Head of Post: Laila Hamdaoui
VFX Supervisor: Flore Mounier
Colourist: Arthur Paux
Composer & Sound Design: Lucas Felower

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Brand & Marketing Designer – Shelly Vaisman
Fiverr A.I. Freelancers: fashionconsult, vagludir, gilidavid, luigiflorente, ggerbus