Dive Brief:
- Fiverr, an online freelancer marketplace, launched a new campaign April 15 for its Fiverr Go AI service starring “Stranger Things” actor Brett Gelman, according to information shared with Marketing Dive.
- Fiverr Go enables freelancers to train their own artificial intelligence (AI) models to streamline workflow. The first installment of the campaign, which stars Gelman as “Another AI,” is a parody of the pottery scene from the film “Ghost." The advertisement airs nationally across online and streaming channels.
- The campaign doesn’t shy away from some of the critiques surrounding AI, such as copyright issues. It comes just a few months after Fiverr launched its AI service.
Dive Insight:
Fiverr’s approach to AI aims to balance creativity and technology, which is reflected in its latest campaign. The comedic tone of the commercials presents AI as a helpful tool for freelancers, rather than something to be feared. The use of Gelman further reflects this effort, as he has made his career playing dark and unsettling characters. However, he takes on a much more optimistic and approachable facade for the campaign, much like how the platform is hoping to portray AI.
A nearly two-minute long spot, filmed in a mockumentary style reminiscent of “The Office,” lays out the premise. Gelman plays an AI bot who is eager to please but routinely fails to produce anything useful or unique. That is until he meets Jane, a freelance illustrator on Fiverr. She catches him stealing her work and decides to train him herself.
Jane trains Gelman to be her own personal AI, guiding his hands in a manner similar to the iconic scene in “Ghost.” The end result is Jane being able to work more efficiently while providing her own human touches. There are also 45- and 30-second versions of the advertisement. The effort is part of a larger AI-focused marketing strategy which includes a full-page advertisement in The New York Times and a musical parody.
In the eight months following the introduction of ChatGPT, there was a 21% decrease in job posts for automation-prone jobs compared to those requiring manual skills. This has led to a significant level of anxiety for freelancers. Major AI platforms have also been accused of copyright infringement, which is directly addressed in Fiverr’s effort.
Only 30% of agencies, brands and publishers have fully integrated AI technology across their media campaign life cycles, according to IAB data. Despite plans for adoption, brands continue to express concerns around data security.
Fiverr saw a Q4 of fiscal year 2024 revenue of $103.7 million, up 13.3% from the previous year. Revenue for the year overall climbed 8.3%, from $361.4 million in 2023 to $391.5 million in 2024.
