AI Interrogators

The Change that Matters

Changing the narrative around generative AI from concern to hope

The Work

We empowered 24 influencers to openly discuss Adobe Firefly by giving them creative autonomy to address their concerns without brand pressure. Hero influencer Karen X. Cheng sparked a conversation about AI’s downsides, which led to discussions on how Adobe trains its model and future improvements. A live Twitter Spaces conversation with Adobe’s CTO, Ely Greenfield, and Karen further facilitated an open forum for questions and concerns.

The Impact

The launch resulted in a 66% Positive-Neutral Sentiment and influencer campaigns drove more than 44 million interactions across organic paid and earned activations.