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Creative The Drum Design Awards Awards Case Studies

Why Fiverr wrote an 'Open letter to AI'


By The Drum, Editorial

November 29, 2023 | 3 min read

Fiverr won in the Copywriting category at The Drum Awards for Design for 'An open letter to AI'. Here’s the award-winning case study.

Fiverr's published letter

The launch of ChatGPT last fall and the meteoric rise of AI that followed created a flurry of interest — and opportunity — surrounding the new technology. The broadened awareness and accessibility of AI prompted a significant spike in demand for experts in this technology — searches for AI-related services on Fiverr increased over 1400% in a period of six months.

Acting quickly to accommodate this new demand, Fiverr launched new AI categories and skills to its unique catalogue in January, including AI Applications and AI models to AI-Artists and proofreading for AI-generated copy.

To further reinforce our message that AI is here to stay and Fiverr is embracing it, Fiverr CEO Micha Kaufman penned an open letter to AI, which was placed as a full-page ad in the New York Times on Sunday, January 29th, 2023. The letter addresses AI directly in a tongue-in-cheek tone, letting AI know that as a global marketplace offering digital services across the globe, Fiverr comes in peace.

Fiverr’s belief is that without human connection, AI wouldn’t exist, and it’s up to humans how they choose to embrace AI and ultimately make this technology work for them. The ad highlights that message. As businesses are eager to integrate AI into their workflow, Fiverr has skilled freelance talent ready to support them to take their business to the next level. By conveying to AI that we do not intend to replace it, we also made it clear to our community that they are irreplaceable.

Following the print ad running in The New York Times, we saw over 400,000 social

impressions across LinkedIn and Twitter, with incredible engagement from Fiverr’s network and global community. The ad was also applauded in media outlets such as Forbes and Digiday.

Creative The Drum Design Awards Awards Case Studies

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