The Hidden Cost: An AI-Powered Look at Environmental Ethics

Imagine seeing the true cost of the products we use every day—visibly, emotionally, and unmistakably. That’s the power behind The Hidden Cost Camp(ai)gn, a bold initiative created by Nikolaj Lykke Viborg in partnership with WWF Verdensnaturfonden (WWF Denmark). The hidden cost campaign blends artificial intelligence with environmental advocacy to make a powerful point: our consumption habits are destroying animal habitats.

What’s Really Behind the Things We Buy?

We often make purchasing decisions on autopilot—grab the usual shampoo, restock the snacks, choose whatever’s fast or on sale. But these choices carry hidden costs. Forests are cleared for farming. Wild habitats are lost for palm oil, soy, or grazing land. Animals are pushed out so we can make room for consumer goods.

This campaign doesn’t just tell us that—it shows us.

Using AI-generated imagery and language developed entirely in ChatGPT, The Hidden Cost Camp(ai)gn creates vivid, emotional snapshots of the environmental consequences behind everyday products. These aren't your average ads. They’re visual wake-up calls that connect our daily choices to their real-world impact.

Why It Works: in Action

This campaign taps into two powerful principles:

• Emotional salience: People are more likely to remember and act on information that evokes emotion. The AI-generated ads do exactly that by focusing on the lives and habitats of animals—not just statistics or abstract data.

• Cognitive ease: The messages are clear, visually striking, and easy to process. When content is emotionally engaging and simple to understand, it’s more likely to drive behavior change.

Instead of overwhelming the viewer with guilt, the campaign offers clarity. The hidden cost invites reflection without preaching—something behavioral scientists know is key to shifting attitudes.

AI as a Tool for Ethical Storytelling

What makes this project groundbreaking is not just the creative output, but how it was made. The entire campaign was developed with AI—concept, copy, visuals—all inside ChatGPT.

More importantly, it shows how AI can be used ethically—as a tool to support causes that matter. When artificial intelligence meets environmental ethics, it doesn’t have to be about efficiency alone. It can also be about empathy, education, and action.

The Bigger Picture

We’re entering a new era of advocacy—one where storytelling is powered by AI, but rooted in human values. Campaigns like this can help shift mindsets and spark conversations. They give us a chance to pause and ask:

What’s the real price of convenience?

And maybe—just maybe—they help us choose differently next time.

Credits

Concept & Creative Lead: Nikolaj Lykke Viborg

Client: WWF Verdensnaturfonden / WWF Denmark

Initiated by: Birgit Winkel

Developed with: ChatGPT

Platform & Support: Seedily.ai – offering AI creative assets and workshops (B2B only)