How do you maintain authenticity in an AI campaign?

AI is here to stay

Whether we like it or not: AI is no longer a hype, it is a permanent part of our communication profession. More and more social organizations are discovering that, if used properly, it can contribute to their story. For example, the Parkinson Fund recently presented the very first digital Parkinson's expert, developed with the help of AI. Not as a trick, but as a bridge between people and technology.

The challenge is not whether we use AI, but how. How do you balance authenticity, empathy, and technology?

Why we chose AI (and why it doesn't come naturally)

For the Victim Support Fund campaign we wanted to portray people affected by serious events: victims of violence, abuse or an accident. The subject is too precarious to portray real victims.

Stock footage then? Too American. Too standard. Too polished. And certainly no images where we could believably show the same person from the front and back, as the concept called for. Models then? Too expensive for the total reach we were striving for.

AI became not a gimmick, but a solution. One that made the concept possible without compromising sensitivity, authenticity or brand values.

No push of a button

An AI campaign sounds easy. But it isn't. Having a face generated is simple. But a face that matches the atmosphere, the theme, the story; that's something else. A strong view, a small shadow, a neutral attitude, light from the right, subtle aging: AI is no guarantee of success. It requires knowledge, guidance, patience. And lots of versions (read: over 300 images before we had the right one).

We worked with MidJourney, Photoshop and Runway. We created the static images in co-creation between our art director, motion designer and strategy. For video, we added movement so that the image remained believable and gently came to life.

The Power of Consistency and Control

With AI, we were able to realize the original concept and make the campaign exceptionally consistent. All images share the same atmosphere, the same formal language, the same emotional charge. You don't often see that when it comes to campaigns with real people or models. That's where the dependency lies on the shoot, the moment, the weather.

For the Victim Support Fund, this meant: maximum control over the appearance, within the available budget. And just as important: the AI personas are recognisable without being real. That ensures engagement without feeling like someone else's story.

Criticism? Of course

AI raises questions. About real and fake. About ethics. Especially when it comes to sensitive issues. Rightly so. That's why we chose consciously. With respect for the subject, transparency to the outside and support from within.

On their site, Fonds Slachtofferhulp shares exactly how and why AI was used:

At Fonds Slachtofferhulp, we share real stories to raise awareness and provide support, but the wishes of victims always come first. When people want to share their story but prefer not to be recognisable, we use AI-generated images in our communication. In this way, we prevent victims or models from being unintentionally linked to sensitive topics such as sexual violence or child abuse. AI images help us create impactful and respectful campaigns without invading someone's privacy. With this approach, their stories remain powerful, while we protect them from unwanted recognition or confrontation. When we do use real photos, it is always and only with the explicit permission of those involved. At the same time, we know better than anyone the dangers of misusing AI-generated images and voices, for online criminal activity and deepfake porn. That's why we use AI in an ethical and responsible way, with respect for the people we support.

And internally? There was a positive response. The images reinforce the story — they don't take over.

Finally: AI with policy

We are happy to help you think about how to use AI strategically and responsibly in your communication.