Fishy AI

At the Adobe Summit in Las Vegas , IBM & Adobe showed everyone what happens
when AI goes fishy - by turning the Vegas Sphere into a giant fishbowl full of wonky looking fish.

Each Fishy Fish represented an outcome of AI gone wrong.
Like Drift. Bias. Hallucination.
Or Siloed AI Data.

All the fish were created using Adobe’s AI , Firefly, which we first used to ideate and then to 
art-direct some truly bizarre-looking fish before landing on our favourite, wonkiest winners.

Concepting and art-directing these weirdo fish was incredibly fun - I never thought I'd spend my days trying to figure out what a fish with Hallucinating Fish with disco ball scales might look like, or a Silo-ed Fish inspired by Picasso's cubist style, but that's why I love advertising. RIP to the 100s of fishy friends that didn't make the list - especially the tattooed, pierced, leather jacket-wearing Non-Compliant AI fish.

ECDs: Lauren Costa & Denise Zurilgen
GCD: Adrian Chan
Design Director: Thiago Andrade
ACDs: Eve Nova & Sonali Ranjit
Art Director: Nuri Park
Associate Design Director: Stephanie Daniele
Copywriters: Caspian Michalowski, Mark Svartz, Hanako Suzuki


Agency: Ogilvy New York