Nikon's New Campaign Against AI

Following the intense buzz concerning the recent developments of Artificial Intelligence in art and photography, Nikon Peru embarked on a project to address this situation, in collaboration with the company Grey Peru. Together, the two businesses worked to build an advertising campaign, entitled 'Natural Intelligence', aiming to combat photo-realistic images produced by AI.

The social impact of the disproportionate use of AI in the above mentioned environment is not to be underestimated, and Nikon's intent is precisely to remind viewers that the beauty of the world is such because it is real, it is genuine and tangible. Planet Earth is full of beautiful sights, to be explored and captured.

The advertising campaign is aimed, more than anything else, at protecting the profession of the photographer, who in South America is increasingly being replaced by AI.