JWT and Photographer Jimmy Nelson Are Fighting Cultural Homogenization With AI

The Preservation Robot debuted at SXSW

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The internet has rapidly proliferated western culture around the world, but one photographer wants to use artificial intelligence to heighten the online presence of some of Earth’s most remote people groups.

On Saturday at South by Southwest, photographer Jimmy Nelson and JWT-Amsterdam unveiled a technology that will use AI to both aggregate—and disseminate—photos of indigenous groups in hopes that they will be better represented online. The project, called The Preservation Robot, has an ambitious mission: to reverse the homogenization of humanity on social networks and search engines.

Using the Preservation Robot, Nelson and the team at JWT-Amsterdam have begun to collect and upload images from professional and amateur photographers from around the world.

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