¿Quién está AI?
¿Quién está AI? (“Who's AI?”) is a campaign for Intel® Core™ Ultra x Paris that turned artificial intelligence into a close, everyday language. Starting from Chilean expressions like ¿Cómo estAI? or ¿Qué pensAI?, we built a creative system that lived across social, influencers, ecommerce and retail, bringing the technology of the tech world into real life.
“It was never about explaining AI. It was about making it part of everyday life.”
Overview
AI is everywhere, but it still sounded like it was meant for someone else.
Intel® Core™ Ultra arrived with a new generation of processors with built-in AI. The challenge: take the conversation out of the tech niche and turn its power into something close, useful and relevant for everyone.
We stopped asking how people should talk about AI, and listened locally.
Execution
ONE IDEA, MANY QUESTIONS
Everyday questions already had the AI hidden inside. A twist of language turned daily phrases (¿Cómo estAI?, ¿Qué pensAI?) into a system able to talk about technology without sounding technical.
We swapped specs for possibilities and processors for experiences. And “what does the chip do” for “everything I can do with it”.
FROM TECHNOLOGY TO REAL LIFE
An integrated campaign that turned advanced technology into a close, recognizable conversation, ready to live at every touchpoint. The same language connected awareness and purchase.
Different routines, one truth: AI powers what you already do.
Real creators, AI in action
We chose lifestyle creators and creatives to show AI in action: real problems, real routines and benefits you can understand without talking code.
Creators
More work
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