• by Fern Siegel , April 28, 2023

“AI aggregates, Dyslexic Thinkers innovate.”

That’s the tagline for a new campaign from FCB Inferno. The spot shows AI being asked to think like famous dyslexic thinkers and recreate some of the most stellar accomplishments in culture, arts and technology. They include the iPhone, the Mona Lisa, the Model T, Virgin Airlines, Mickey Mouse.

But when AI tools DALL:E, Midjourney and ChatGBT were asked to replicate those achievements, the results were quite different.

Inferno for Made By Dyslexia and Virgin are behind the effort.

The campaign is running in New York and London.

Work includes TFL digital and screen takeovers at Virgin Money stores and Virgin AcQve gyms across the UK.

The campaign builds on the success of the 2022 campaign. Richard Branson, founder of the Virgin Group, and Made By Dyslexia collaborated with global partners to add dyslexic thinking as an official drop-down skill on LinkedIn, and an as official term on DicQonary.com. Over 10,000 individuals added the skill to their profile within a week of launch.

Companies are encouraged to enroll in a new, free to access, workplace training course set to launch on LinkedIn Learning later this year.

Branson said: “AI is already transforming the way we work, live, and interact. Used in the right way, AI is the perfect co-pilot for people with dyslexic thinking skills to move the world forward. But technology can’t replicate the spontaneous, human, creative instinct that can lead to incredible innovation. Dyslexics have the limitless power to change the world if everyone embraces their dyslexic minds.”