darwin and Impact put AI in its place, with a poster that goes viral

darwin recently won the budget for Impact, the recruitment agency for the construction and technical sectors. Its mission is to restore honour and respect to these essential professions.

The first action in this new collaboration was a large billboard in Antwerp in front of a building under construction, ironically asking ChatGPT to finish the job.

“Hey ChatGPT, finish this building…” is a playful (and highly topical) wink that will resonate strongly with all professionals, whose skills are the fruit of years of learning, know-how and perseverance. The message, in the form of a giant billboard affixed directly to a building under construction, reminds us all that, in this age of artificial intelligence and automation, the skills of people working in technics are essential and irreplaceable.

Isabelle Dumortier, Impact’s Marketing & Culture Director, comments: “With this giant billboard, we want to give these underestimated professions the visibility they deserve and remind people of their importance. These tradesmen and women, who work with pride to build the world of tomorrow, often have qualifications that rival those of some university graduates.

The poster went viral in the blink of an eye, gathering 50 million impressions on social networks and being shared as far away as China. It’s a real phenomenon, and probably a theme that resonates around the world.


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