The world's first bullied AI

Creative idea

The phenomenon of bullying is growing at an exponential rate in Romania. To expose its devastating emotional consequences, we created Alex, the world’s first AI agent that was trained exclusively on real-life bullying messages received by Save the Children from Romanian kids. The result? The first depressed AI agent in history. A demonstration of how even artificial intelligence can break under emotional abuse — just like a child.

Brand name: Save the Children Romania
Advertiser / client: Save the Children Romania
Product / service: Charity Organisation
Campaign name: Alex AI
Agency network: INDEPENDENT AGENCY
Agency: Heist Industries, Bucharest
Media agency: Spark Foundry
Digital agency: Heist Industries
Additional company: Factor Film, Spark Foundry, Invergent
Production company: Invergent
Web address: https://alex.farabullying.ro/
Agency chief executive officer: Radu Pilat
Chief creative officer: Radu Pilat
Art director: Anca Ifrim
Copywriter: Ana Rinderu & Alexandra Cretu
Designer: Matei Chebeleu
Account director (agency): Anamaria Militaru
Media director: Andra Ene
Pr director: Denisa Dumitru
Film production: Factor Film
Agency producer: Heist Industries