Kayak uses AI data to take risks with edgy ‘Deniers’ series

Travel firm Kayak ventured into tricky territory with its spoof conspiracy theorist ads, but AI audience insights gave it the confidence to take the risk. 

The new series of ads for 2022 were made in partnership with Supernatural, a creative agency that combines human creativity with insight from AI and machine learning.

Supernatural says insights generated by its A.I./machine learning platform informed the campaign.

Mike Barrett, agency strategy lead, says: "One of the things the machine does is ingest demographic and attitudinal data on a weekly basis on a massive range of issues, so we can see what specific groups of people are thinking in near real time.

“We saw that people who were traveling regularly in 2021, or who were planning to return to regular travel, had a few things in common. They understood Covid as a reality but had a more positive outlook."


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