Can artificial intelligence help protect the planet? That’s the bold question posed by Danish AI designer Nikolaj Lykke Viborg through his striking visual series created for WWF Denmark. Titled Hidden Cost, the campaign sheds light on the devastating impact that consumer products—ranging from food to cosmetics—have on the natural habitats of countless animal species.
Behind the everyday items we buy lies a hidden truth: deforestation, habitat destruction, and shrinking biodiversity are often the cost of production. With the help of AI, Viborg generated emotionally charged, visually compelling ads that mimic the quality and impact of a professional campaign—entirely created within ChatGPT, with no external editing or post-production involved.
"The goal was to explore how AI can be used as a creative ally—not to replace human talent, but to bring meaningful ideas to life faster and more powerfully," explains Viborg. The campaign demonstrates how technology can amplify urgent messages through storytelling that resonates and visuals that linger in the mind.
Each piece in the Hidden Cost campaign is a reminder: what we consume has consequences that go far beyond the shelf. Through AI-driven design, WWF Denmark delivers a minimalist yet emotionally intense call to action—one that encourages consumers to reflect on the invisible environmental toll of their everyday choices. In a world of noise, sometimes the most artificial voices can speak the loudest truths.
