Fiverr's Musical Seeks to Quell Fears About AI

Use it or don't—'nobody cares'

Broadway-style musical spoofs are popular tropes in adland. Plus—newsflash!—the business world is obsessed with AI.

What if some clever brand combined these elements? What might that be like?

Thanks to freelance marketplace Fiverr, such questions won’t keep us awake at night anymore.

In tuneful work that drops today, elements of cutting-edge tech are depicted as helpful tools that enhance creativity (akin to PhotoShop and Word.)

We’re told that humans matter more than ever—our skills and talent determine the quality of the end result.

So, nobody cares if we use AI or not.

Comforting … isn’t it?

Play

“We just care if it works
If it disrupts, or converts
Or makes a user dramatically cry
Oh, I love this!
Did they use AI?
Nobody cares!
Nobody cares!”

Fiverr’s hit similar notes before, praising AI as a bonny workmate and rapping about the wonders of recruiters.

Developed by an in-house team and director Shushu E. Spanier, this latest foray offers a sensible message. It’s in sync with the social zeitgeist and workplace reality. And it’s easy to sing along.

But still. Some pros feel crushed by the weight of ever-expanding tech. We all do sometimes. As Apple learned a few months back, brands would do well to bear that in mind. Plus, “Nobody Cares” feels like an odd sentiment in such an ends-justifies-the-means appeal.

What say you, Fiverr?

“The concern over AI is understandable, but our new campaign looks to quell fears by emphasizing that it’s not the use of AI itself that’s important, but rather how it’s used and the results it produces,” creative director Ami Alush tells Muse.

“The campaign underscores that while AI is a powerful tool, it’s the human talent guiding it that truly matters,” she says. “Fiverr’s message is clear: the focus should be on creativity and outcomes, not on the technology and tools behind it. While AI remains a hot button for many, what matters most is leveraging AI effectively, rather than fearing it.”

With that dynamic in mind, “this comedic take on the issue aims to lighten the mood of the conversation and make it a fun one.”

“Corporate Bro” influencer Ross Pomerantz and Fiverr CEO Micha Kaufman make cameos in the clip, which will run mainly online.

The campaign also heralds the company’s 2024 Generative AI Usage Report, which found:

• The most frequently used AI pro tools are ChatGPT (88 percent), Midjourney (37 percent) and Firefly (29 percent).
• Usage of such tools increased most across programming and tech (up by 10 percent in 2023) and music/audio (up 9 percent).
• Freelancers mostly use AI for text and content generation (40 percent), with art and data analysis tallying at 18 and 19 percent, respectively.
• Approximately 25 percent of U.S.-based freelancers are concerned about privacy, legal and copyright concerns, while nearly 50 percent of U.K.-based contractors question the quality of AI outputs.