Fiverr Tackles AI Concerns with Humorous New Campaign

Fiverr Addresses AI Concerns Head-On with National Marketing Campaign

Fiverr, the online freelancer marketplace, launched a new campaign on April 15th for its Fiverr Go AI service. The campaign stars Stranger Things actor Brett Gelman and tackles concerns surrounding artificial intelligence in the freelance world.

Fiverr Go AI: Empowering Freelancers, Not Replacing Them

Fiverr Go empowers freelancers to train their own AI models to streamline their workflow. The campaign's first installment, featuring Gelman as "Another AI," parodies the pottery scene from the film Ghost. The ad airs nationally across online and streaming channels.

This campaign directly addresses critiques surrounding AI, including copyright issues, just months after Fiverr launched its AI service.

Humor as a Tool for Addressing AI Anxiety

Fiverr's approach uses comedy to present AI as a helpful tool rather than a threat. Gelman, known for darker roles, portrays an optimistic and approachable AI, reflecting Fiverr's aim to portray AI as an empowering force.

A two-minute mockumentary-style spot, reminiscent of The Office, introduces Gelman as an eager-to-please AI who consistently fails to produce useful work. He meets Jane, a freelance illustrator on Fiverr, who catches him stealing her work and decides to train him.

Jane trains Gelman to be her personal AI, echoing the iconic scene from Ghost. The result: Jane works more efficiently while maintaining her human touch. Shorter 45- and 30-second versions of the ad also exist. This effort is part of a larger AI-focused marketing strategy, including a full-page ad in The New York Times and a musical parody.

Addressing Freelancer Concerns in the Age of AI

Following ChatGPT's introduction, job postings for automation-prone jobs decreased by 21% compared to manual skill jobs, creating anxiety for freelancers. Major AI platforms have also faced copyright infringement accusations, a concern Fiverr directly addresses in this campaign.

While only 30% of agencies, brands, and publishers have fully integrated AI into their campaigns, Fiverr's proactive approach aims to alleviate concerns and position AI as a valuable asset for freelancers.

Fiverr's Q4 2024 revenue reached $103.7 million, a 13.3% increase year-over-year, with total 2024 revenue climbing 8.3% to $391.5 million.