DTC Luggage Brand Away Uses AI to Inspire Real Vacations

The 'Extraordinary Is Out There' campaign draws attention to locations that look like dreamscapes

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DTC luggage brand Away has joined the growing list of companies integrating AI in their marketing, but the goal of its new campaign is to point out the limitations of the technology.

Created by AI artist Ulises and experiential agency Superfly, the “Extraordinary Is Out There” campaign demonstrates that no matter how wild an AI dreamscape may be, there’s a real-world destination that’s just as incredible.

“While many brands have experimented with AI in various ways, at Away, we felt it was important to share our perspective on AI in a way that reinforces our core belief—that the more you travel, the better we all become,” Away chief marketing officer Carla Dunham told Adweek.

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