AI or Real?

Momchil Zakhariev — Creative Director, Next DC Gergana Mincheva — Art Director, Next DC Stefan Alexandrov — Senior Copywriter, Next DC Hristo Petkov — Account Director, Next DC Iva Stanoeva — Account Manager, Next DC Stephania Kolarova — UX Lead, Next DC Velizar Delyanov — Web Developer, Next DC Luboslav Bachev — Motion Designer, Next DC Bastien Hervé — UX & Digital Designer, Next DC

Context As AI use grows, distinguishing between real and fake content is increasingly difficult. In response, Meta introduced an “AI Info” label in 2024 to help identify AI-augmented posts. Idea We used Meta’s “AI Info” label to highlight the impact of human activity on the declining numbers of three different species and to alert the audience to a stark possibility: a future where some animals can be seen only through AI. Execution We created posts featuring three endangered animals native to Bulgaria. Each post was designed to trigger Meta’s AI label, and we added our own “Extinction Info” label below it to emphasise the impact of human activity on these species’ survival. The posts directed users to an interactive quiz — “AI or Real” — where they had to distinguish between real animal photos and AI creations. To view their results, users needed to provide their email and subscribe to the WWF newsletter. Results Over 4,500 people subscribed to the newsletter — A 600% increase in subscribers compared to the previous best lead-generation efforts. 1,100 new phone numbers collected, significantly surpassing the prior record of 70 numbers.