The campaign aims to promote the artificial intelligence assistant service called ‘A dot.’ Various types of artificial intelligence assistant services exist and they have become part of our lives, but there aren’t any impressive differences among these services. However, A dot is different in that it is more ‘humane.’ Not only that it supports our daily lives by providing information and suggestions, but it also develops a strong bond of sympathy, which eventually builds a unique relationship with each user. Like how humans get to understand each other better, A dot learns users’ distinct characteristics, circumstances, and even cultural contexts throughout conversations. Eventually, it becomes like a human friend living in devices who understand users in hearts and deepens relationship with users. Therefore, the main objective of the campaign was clear: to deliver the message “A dot is an artificial intelligence assistant that understands humans’ hearts.”

2 series of the film were developed under the concept of ‘A Dot Artificial Intelligence Academy.’ The story takes place at a fictional academy where artificial intelligence A dot students are trained to fully understand users and finally become users’ daily digital mates when they graduate. Throughout the lectures, visual aids are given with questions, asking students what should they do to satisfy users in certain situations. Answering such questions is tough for the students since even humans have difficulties fully understanding each other. Thus, students often fail to give the correct answers, and even the correct answers sometimes do not make any sense. Such moments make the whole story comical, but at the same time, these moments depict how hard A dots are struggling to fully understand and satisfy users.

The film has made significant impact on how the artificial intelligence assistant service is perceived by users. Users often cast doubt on services for their inaccuracies in understanding users’ requests. However, the film tells users A dot, like humans, needs to be taught to fully understand and build strong bond with them. Thus, the film helped users to realize that they need to enjoy teaching and interacting with A dots to fully enjoy service like A dot.

The number also demonstrates the achievements of the film. Within 2 months, there were significant increases in the A dot applications; active users of the application increased by 15%, average duration time by 48%, and request count by 89%. There were increases in certain services usage time of the application as well. For instance, the service usage time of TV increased by 68%, game by 78%, and music by 8%.