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By Amy Houston, Senior Reporter

March 10, 2023 | 3 min read

The famous attraction was brought to life using deepfake technology, with the film script being written by ChatGPT and executed by Danish ad agency Brandhouse/Subsero.

Visit Denmark has playfully brought major artworks such as the Mona Lisa, Girl With the Pearl Earring and the Statue of Liberty to life using AI to encourage people to visit the Scandinavian country.

The film states that even though the works of Vermeer and Leonardo da Vinci are iconic, waiting in long lines to see them can be boring. It’s part of the ‘Don’t be a tourist – be an Explorist’ ad campaign from the country, which positions Denmark as the antidote to bucket list tourism.

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Louis Pilmark, the creative director at Brandhouse/Subsero, commented: “Having iconic attractions from popular tourist destinations turn on themselves is a good way to highlight the absurdity of doing and seeing the same things as everyone else. Who better to explain it than the paintings and statues that see millions of tourists every year?”

The campaign one of the first to simultaneously use both deepfake and motion synthesis with an AI-generated script.

Kathrine Lind Gustavussen, senior PR and press manager at Visit Denmark, explained: “The scripts are 100% generated by AI. We didn’t write a single word, we only removed parts and bits that were too long or simply not true.

“While it felt somewhat risky to put our entire messaging in the hands of artificial intelligence, we’re excited to be at the forefront of the tourism industry, using cutting-edge technology to bring our creative visions and messages to life.”

Earlier this week, Coca-Cola released an ad campaign that also featured some of the same artworks.

Creative Brand Purpose Denmark

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