Underrepresented groups are often expected to fit into an established paradigm, but the 'AI by you' campaign asks DeepMind scholarshp applicants to 'come as they are'. It encourages them to see themselves as future authors and owners of AI.

The campaign consisted of a hero launch film, a series and social content.

Results: 167% monthly increase in page views, 40% annual increase in page views, highly positive sentiment ranging from 92.4% to 96.5%, and a 183% increase in scholarship applications.