AI or Real?

Context
As AI use grows, distinguishing between real and fake content is increasingly difficult. In response, Meta introduced an “AI Info” label in 2024 to help identify AI-augmented posts.
Idea
We used Meta’s “AI Info” label to highlight the impact of human activity on the declining numbers of three different species and to alert the audience to a stark possibility: a future where some animals can be seen only through AI.
Execution
We created posts featuring three endangered animals native to Bulgaria. Each post was designed to trigger Meta’s AI label, and we added our own “Extinction Info” label below it to emphasise the impact of human activity on these species’ survival.
The posts directed users to an interactive quiz — “AI or Real” — where they had to distinguish between real animal photos and AI creations. To view their results, users needed to provide their email and subscribe to the WWF newsletter.
Results
Over 4,500 people subscribed to the newsletter — largest lead generation in WWF Bulgaria’s history. Six times higher than the previous record.