Tourism Tasmania has launched an innovative image generator, 'TasmanAi', that diverges from the typical AI-based image generators by turning people's prompts into original art made by locals in the Apple Isle.

TasmanAi is a platform for individuals to submit their ideas, which are then turned into art by local Tasmanian artists. The initiative aims to showcase the Tasmanian way of life and the reasons to visit, including its craft, passion, realness, and authenticity.

Nine Tasmanian artists with backgrounds in ceramics, acrylics, oil, and crayon are collaborating on the project. People can submit their prompts along with a Tasmanian location via the TasmanAi website. The campaign was created by BMF and Orchard, with PR driven by HAVAS Red and media by Starcom. The launch of TasmanAi is accompanied by an online video, social media promotion, PR, and artist activations.

“TasmanAi is about highlighting what makes Tasmania different. While AI has its place in the world, the Tasmanian way of life is authentic and creative, where producing original art with meaning takes time, soul, and humanity," Chief Marketing Officer at Tourism Tasmania, Lindene Cleary, said. "These are the things visitors will experience on a holiday in Tasmania – they ‘come down for air’ by slowing down, seeing the beauty beyond the surface, and making real connections. And of course, having a little fun.”

Creative Director at BMF, Casey Schweikert, added, “AI is great, but why let robots have all the fun? We’re excited to remind Australians that Tasmania is the most inspiring place on earth and prove just how creative us meatbags can be. After all, databases of stolen jpegs are no match for Tasmania’s wealth of artistic talent and wildly stimulating views.”