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Ideas

IDEAS: Vienna Tourist Board Unveils ‘UnArtificial Art’

1 year ago

The Vienna Tourist Board has launched UnArtificial Art, a marketing campaign designed to ‘promote the city’s 100+ museums in order to “See the Art behind AI Art”’.

The new campaign sees famous figures from the world’s most acclaimed artists transformed into the internet’s universally adored animal – the cat – using the power of Artificial Intelligence. 

One such example featured in the campaign is a mash up of Gustav Klimt’s ‘Kiss’, which sees the much adored lovers transformed into cats, still wearing the intricately decorated robes and positioned in the iconic lovers embrace.

Credit: Jung von Matt DONAU & Vienna Tourist Board

“With so much artificial intelligence (AI) invading lives – particularly with programs like DALL-E or Midjourney that allow anyone to create “works of art” – Vienna wants to remind visitors of who made that all possible in the first place” said Norbert Kettner, Vienna Tourist Board’s CEO.

“The campaign aims to show that AI art is only possible because an algorithm references real works made by real humans, and the originals can often only be seen in Vienna. The Viennese Modernism movement that revolutionized the artworld over a century ago continues to live on and affect today’s art through the algorithms that guide AI creations,” he continued.

As part of the campaign, the Vienna Tourist Board has also released a short film with art expert Markus Hübl, which aims to showcase the art that made AI possible. You can view the video below:

This isn’t the first time AI has been used in a marketing campaign, with VisitDenmark turning to the power of artificial intelligence for a marketing campaign launched earlier this year.


At the Skift IDEA Awards, we are looking for advertising campaigns created with the intent to drive action.

If you have an initiative to share, head to the Skift IDEA Awards and start your submission today.