What’s the difference between propaganda and news? To answer this question, we created two identical AI models. They are like twins, but with no knowledge or experience. For six months, both AI models were trained on news programs: one “watched” the state propaganda TV-channel “Russia-1”, while the other watched Russia’s only independent news channel “TV Rain”.

Then we created a website where both AI models could answer users’ questions, the responses were solely based on the knowledge and vocabulary of the news programs they “consumed”.

People asked questions, shared their results on social media, and voted for the answers they preferred most. Note: This experiment took place in 2018; the answers were generated by the AIs and do not necessarily reflect my personal opinions.

The answers provided by the AIs illustrated crucial differences in channels’ worldviews and proved that everyone should carefully choose the news they consume.

My role: Idea
Creative Agency: Voskhod For Peace, Ekaterinburg, Russia
Production Company: ISD Group, Kyiv, Ukraine

Awards: Bronze Cannes Lions, 2 Eurobest Bronze, Golden Drum Grand Prix + 2 Golds, ADCE Silver + 2 Bronze, Epica Silver + Bronze, D&AD Wood Pencil, One Show Silver