A Newhouse Creative Advertising Student Created a Solution to AI Misinformation. It Was So Innovative, It Won a Clio Award.

In an era when artificial intelligence floods our social media feeds with content that makes the fake seem real, how are people supposed to discern what is true? Creative advertising student Brooke Hirsch ’24 came up with a solution to this problem.

As misinformation surges online, Hirsch became increasingly concerned with how AI has made the creation and spread of fake news easier than ever. Her innovative solution? Use the same technology driving misinformation to combat it.

Hirsch wondered, “what better way to protect people from false AI content than using AI to detect it?” This thought sparked her idea, which she cleverly titled “AI vs. AI.” Her two-minute case study video shows how this idea would work.

This past May, 10 student ideas from around the world won a 2024 Clio Award for Student Innovation. Hirsch’s idea was one of them. Winning a Clio as a student or a professional in the industry is one of advertising’s highest honors, and Hirsch earned this distinction while a student in the creative track for advertising majors at the Newhouse School at Syracuse University.

“Brooke Hirsch created an innovative AI idea that would help move the needle on protecting people from believing deceptive AI content,” said Mel White, a creative advertising professor of practice at Newhouse. “This student work was created after I gave a presentation in my Portfolio III course on how to effectively use emerging technologies for brands. Our creative advertising students learn how to create original ideas utilizing emerging technologies to solve problems, all so that they are prepared to work as copywriters or art directors in the advertising industry. Brooke nailed it. This idea is excellent.”

The Story Behind Her Win: How Did Hirsch Create “AI vs. AI”?

After her presentation on emerging technologies, White tasked her Portfolio III students with this brief: Create a digital idea using new technology for a global brand that solves a problem.

When brainstorming problems to solve, Hirsch recalled recent news coverage about how the deceptive use of AI is tricking people into believing that fake news is real. Coverage of AI’s problematic usage led Hirsch to pick AI-generated misinformation as the problem to address.

“I’m deeply concerned about the impact of AI,” Hirsch said. “That’s when I started thinking—what if we could turn AI against itself? I know that AI has the potential to be a powerful tool for social good. This led me to explore how we could harness it to combat the problem it’s created. That’s how the idea for ‘AI vs. AI’ was born.”

Hirsch chose The New York Times (NYT) as her brand because of its demonstrated commitment to safeguarding the truth. As Hirsch developed her idea, White helped her think about how each component of the digital idea would appear in the NYT app, asking “How will this feature work?” and “What’s the user experience from start to finish?” White also guided Hirsch to decide on the creative name of her idea.

“Professor White’s superpower is knowing when an idea is good,” Hirsch said. “The sentence to pit AI against AI was somewhere in one of my write-ups. It was just something that I wrote, and she was like, that should be the name. That should be everywhere. It was just a sentence that I threw out there. For that to be the crux of the idea, I needed her to tell me that.”

As Hirsch worked on the idea, her Portfolio III mentor Carl Peterson gave her helpful feedback. In Portfolio III, White uses her industry connections to pair each student team with a creative director from a top ad agency to receive additional feedback on their work. Peterson, an award-winning creative director at Mischief—named Ad Age’s #1 Global Ad Agency of the Year and Creative Agency of the Year— introduced Hirsch to Droga5’s “The Truth is Hard” campaign, helping Hirsch to capture the Times’s voice in her “AI vs. AI” case video.

“The hardest part was making the case study video script because it’s all about getting the language right, Hirsch said. “Each brand has a specific voice, and The New York Times has a very specific voice. They’re witty but not goofy. It was a great experience to learn how to write for a brand as big as this one.”

How Does “AI vs. AI” Protect the Truth?

“The New York Times has always believed that the truth comes before anything,” Hirsch’s case study video starts. “But how do you find the truth when you can’t tell between what’s real and what’s fake?”

To fight in the war against AI, “AI vs. AI” would create a revolutionary AI tool that detects and notifies people of AI-created misinformation on their phones and computers, in real-time.

“AI vs. AI” would scan images for signs of AI creation or manipulation, articles for signs of AI writing that is deceptive and videos for deepfakes and AI voices that misportray people or information.

To get the word out, Hirsch created ads to get Americans to question the “news” they see. These ads would read “How do you know that AI didn’t write this article? Now you can find out. Spot AI using AI. Free with a NYT subscription.”

Banner ads would be placed on YouTube, where deepfakes circulate. These ads would read “There’s no way to tell what you’re watching is a deepfake. Until now. Spot AI using AI. Download the NYT app.”

Hirsch’s student idea “AI vs. AI” is about the preservation of human truth.

The case study video concludes: “In order to protect ourselves, we need to protect the truth. Because human truth is everything.”

Why Does This Matter?

In a world where people use their phones to rapidly access information, they rely on their social feeds for their news. The danger of AI-driven misinformation is that it is increasingly convincing and difficult to spot, making it a huge threat to those relying on social media for their information.

Hirsch’s idea protects people from this AI-driven misinformation by turning AI against itself, creating a tool that finds AI-generated misinformation. This tool is more important than ever, as it provides a vital method to safeguard our democracy from AI-driven deception.

Crucially, “AI vs. AI” does not infringe on the right to free speech. Instead, it helps people effectively dodge AI-driven misinformation by teaming up with a trusted source: The New York Times.

How the Creative Advertising Program Helps Students Succeed

Hirsch credited Newhouse’s creative advertising program for pushing students like her to achieve such extraordinary feats.

“The program pushes students to be creative and encourages them to stretch an idea as far as possible, with just the weight of the idea,” she said. “This program pushes you to start with a huge idea, and Professor White won’t let you go any further without one. I think that’s what makes the program create so many amazing creatives. I watched my classmates develop campaigns that you would imagine a huge agency to do, or are even better than what huge agencies do, because all the work stems from the power of an idea. This program demands you be creative with what you already know and what you can do.”