DeepMind believes that Artificial Intelligence is one of the most important technologies ever created, but only if it's made right. Made by a community with diverse hopes, values, and concerns. That includes people from underrepresented groups (including women). But these people often decide not to pursue further education in the field because they can't see themselves represented and don't think it's for them.

The 'AI by you' campaign was launched to reach out to prospective scholars and show them that they can bring their full selves to AI. Moreover, it's critical that they do. Centered around the idea of 'authorship', AI by you provides an ever-growing platform for people involved in AI to share their take on the world-changing technology.

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The campaign consisted of a hero launch film, a series and social content. All of which significantly boosted traffic to the scholarship application page.