VisitDenmark's Newest Campaign Is Completely Written By An AI — This Is What They Had To Say

Forget beach-scapes and pretty city pics… The Mona Lisa is going to tell you all the reasons you need to visit Denmark ASAP (yes, you read that right).

If you ever need a reminder that we are living in the future, just look at AI. It’s everywhere right now, writing rom-coms, morphing celebrities together, driving automated cars…and now even creating tourism campaigns.

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That’s right, VisitDenmark’s latest campaign comes to you courtesy of AI technology. The campaign sees iconic artworks coming to life and delivering some strong opinions on where your next holiday should be. If you’ve ever wondered what kind of travel advice the Mona Lisa would give, you’re in luck; you can find it right here. Spoiler alert: She thinks Denmark is an excellent choice.

If you're intrigued about how VisitDenmark used AI, then read on for all the coolest tidbits about this new, first-of-its-kind travel campaign. Ready? Let’s get geeky.

1. It’s truly state-of-the-art stuff.

VisitDenmark / Via youtube.com

This is one of the first campaigns to use cutting-edge AI for both visuals — the artworks and statues come to life with the help of deepfake and motion synthesis technology — and the writing. You’ve probably heard of AI deepfakes and AI-generated scripts. This uses both!

While we think you'll agree that the deepfakes are pretty impressive, the team did struggle to get the technique to work on the abstract painting "The Scream", so that's why it only screams in the video! 

2. The scripts are…actually good?

VisitDenmark / Via youtube.com

Usually AI-generated scripts are famously terrible, i.e., those viral rom-com plots that see both leads walking off into the sea together, while a sunset burns a city behind them. 

But the video for this ad isn’t just coherent; it’s clever. The scripts were created based on prompts like this one: “Imagine that you are the Mona Lisa. Write a speech on why people should visit Denmark instead of standing in line to see you.” It’s an incredible example of how far AI-generated scripts have come. While the team behind the ad didn’t write a single word for it, they did remove some parts that were either too long or simply not true! 

Despite the AI's incredible script-writing abilities, the eagle-eyed may notice that the Statue of Liberty uses the Britishism "holiday" rather than the more American terminology "vacation". 

3. It’s not just the Mona Lisa who’s got travel advice for you.

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A whole host of personified iconic sights appear to give us their travel insights, all generated by AI. Amazingly, the AI caught on pretty quickly to just what the cons of visiting an overly touristed city are: The Mona Lisa, Van Gogh, and the Statue of Liberty all agree that instead of waiting in long queues to get a glimpse of them through a sea of heads, we should give beautiful, blissfully uncrowded Denmark a visit. 

4. The campaign is based on recent research that shows people are pretty over "bucket list tourism".

VisitDenmark

The AI campaign initiative comes after YouGov research (on behalf of VisitDenmark) in November 2022 found that travellers in the UK, Germany, and Sweden are seeking out more authentic travel experiences and off-the-beaten-track exploration rather than “bucket list tourism”. (We can only hope this means the end of “Hot Dog Legs” beach pics is finally upon us.) 

Over 50% of respondents felt that overcrowded tourist sites were a cause of holiday disappointment and 46% said that “feeling like a tourist” would ruin their holiday.

5. It’s also genuinely good advice. Denmark *is* an amazing place to visit.

VisitDenmark / Christian Faber / Maja Grønholdt Jensen / Christoffer Anias

It’s pretty cool seeing the Mona Lisa talk to you but what she’s saying is worth listening to as well. Denmark is the Land of Everyday Wonder: a hub for any traveller in search of authentic experiences. There’s the hygge, breathtaking nature-scapes, and minimalist fashion. It also happens to be one of the greenest countries in the world, too, thanks to its cycling culture and energy efficiency. 

So instead of seeing the same artworks, buildings, and famous landmarks as everyone else this year — and everyone else most years — explore the country of castles, fairy tales, vikings, magical amusement parks (you can’t look at Tivoli Gardens and not be enchanted — it’s impossible), beaches, and winding bike routes through breathtaking scenery. 

Don’t be a tourist. Be an Explorist: Head to VisitDenmark for all the latest on things to do, where to stay, and when to visit Denmark.

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