The Cannes Lions International Festival of Creativity may be best known for celebrating innovative B2C campaigns, but the B2B category is also a source of inspiration year after year. This is especially true when it comes to companies communicating their purpose. As the saying goes, actions speak louder than words, and Intel has demonstrated this to perfection.

Unlike many B2B players, Intel is thinking outside the box when it comes to communicating its purpose. The company’s recent Certified Human campaign (winner of the Creative B2B Gold Lion) tackles an increasingly pressing question: How do we know when content has been generated by machines? The answer is crucial to mitigating the potential dangers of AI.

Pioneering a more transparent AI future

As AI becomes a major force in all our lives, Intel has developed a tool to bring clarity to this important issue. They have created the world’s first real-time deepfake detector. This sophisticated tool can return results in milliseconds, meaning it can even work on live-streamed footage. And as deepfakes proliferate, this resource promises to become vital.

The platform is based on FakeCatcher, an algorithm developed by Ilke Demir, Senior Research Scientist at Intel Labs, and Umur Çiftçi of the University of Binghampton. The programme scans videos and analyses the faces, looking for tiny colour variations that indicate blood flow. This is combined with advanced gaze analysis to detect deepfakes with 96% accuracy.

How to lead the conversation by putting people first

There’s no doubting the usefulness of this project, whether it’s for social media companies, governments, or NGOs. But investing so much in a software application is not an obvious choice for a company that has built its reputation largely on hardware. The truth is, it’s not just an investment in product development. It’s also an investment in brand equity.

Through its actions, Intel is demonstrating its commitment to advancing AI technology responsibly, positioning itself as a trusted authority in a conversation fraught with uncertainty. Amidst dire warnings from AI leaders across the board, the company has found a practical strategy that shows how its technology can benefit society.

But the campaign’s real trump card isn’t its practicality. It’s the way it harnesses emotion. In a sector dominated by hardware specs, Intel focuses on protecting ‘What makes us human’ – tapping into universal concerns about transparency and the future of humanity in an AI world. Of course, that doesn’t stop it from also being a huge advertisement for Intel’s technology.

That’s why Certified Human is the ideal illustration of corporate purpose in action. In one fell swoop, the company has positioned itself as the responsible ‘human face’ of the AI landscape while simultaneously demonstrating the potential of its hardware. After all, being well branded doesn’t stop a solution from doing good.

So, when it comes to communicating your purpose, why not try thinking laterally about the wants, needs and concerns of your audience? And if you’d like to discuss this topic with a certified human at Narrative Labs, we can’t wait to hear from you!