Case Study
Power to the People! Trace Solutions Teach AI Who’s Really in Charge
Power to the People! Trace Solutions Teach AI Who’s Really in Charge
In a world where AI is supposedly moments away from stealing our jobs, writing our emails and possibly judging us on our coffee orders, music tastes and shoe size, Trace Solutions decided to flip the script. Instead of panicking about the machines taking over, they asked a far more sensible question:
“What if we just… asked the AI what it thinks of us?”
So… we put Trace employees in front of an AI-generated interrogator – to look AI in the eye and answer AI-generated questions to find out why, despite all the AI hype, the human touch is still key.
Alex
Marika
Ryan
Louise
Jay
Trace Solutions
Meet the AI That Has Questions… A lot of Questions!
To bring this meeting of Artificial Intelligence and unscripted humanity to life Cambridge Filmworks partnered with Trace Solutions to build a dedicated ‘encounter room’ complete with a bespoke-built, retro-futuristic TV (affectionately called the Teletubby).
But we didn’t just pick up the cameras and start to roll. To make these encounters genuine and insightful we built a unique AI character – Sam. A quirky, charming, slightly cheeky AI persona with enough curiosity and AI impertinence to interrogate an entire company’s staff – ultimately giving the AI just enough freedom to fail – hoisted by its own artificial petard!
Sam isn’t just a digital assistant, it’s a personality – the kind of AI who might tilt its virtual head approvingly, squint its imaginary eyes. This is a visual world where the AI feels present, reactive, and mischievously alive, using clever filming setups, expressive post-production design and a workflow that let real employees respond naturally to the “machine-leaning” questionings.
This character has become the backbone of the campaign: a humorous-but-heartfelt celebration of the people behind property management software – those brilliant, empathetic, creative, problem-solving humans who keep Trace Solutions running.
Alex
Marika
Ryan
Louise
Jay
Trace Solutions
So Why It’s Actually Inspiring (No, Seriously)
Behind the humour lies a meaningful message: AI doesn’t replace people - AI highlights why people matter.
Throughout the campaign, employees show exactly what machines can’t replicate:
- Experience
- Empathy
- Instinct
- Collaboration
- Creativity
- And yes, an unquantifiable fondness for biscuits during meetings
Trace Solutions wanted a fresh way to remind their audience – and themselves – that in a tech-driven industry, their greatest innovation is still their people.
And they’ve turned that message into a story that’s funny, memorable, and surprisingly heartfelt.
“Power to the People” A Campaign with Personality (and Several Spare Processors)
The campaign stands as a testament to what happens when a company embraces AI without losing its sense of humour: What you end up with is something innovative, human-centric, and with just the right amount of weird.
And honestly?
That’s probably the best possible combination.
Because if AI really is the future, then this campaign makes one thing clear:
The future still needs people – and preferably ones with a sense of humour.
To find out more about Trace Solutions please visit: www.tracesolutions.co.uk
Cambridge Filmworks
Cambridge Film Video Animation Content Productions
www.cambridgefilmworks.com
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