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Panadol uses generative AI to visualize people's unique perceptions of pain relief

Pain is deeply personal, a subjective experience. And the same goes for pain relief. Exactly how different that sensation can be for different people recently came to light in Dubai, as acetaminophen brand Panadol invited passersby in the Mall of the Emirates and on The Walk at JBR to express what pain relief feels like for them.

Before entering a mirror-clad booth, participants were asked to describe their personal perception of release from pain in a few sentences and then provided with headphones. Once inside the booth, they were surrounded by screens displaying visuals produced by generative AI, based on their description. Music and other sounds enhanced the immersive experience.

On leaving, participants received a paper print of their customized visual, from dolphins leaping through waves and Mario jumping across a sun-dappled cityscape, to a golden retriever on a sunset beach. As part of 'The Art of Release,' developed by Grey Dubai/MENA, some of those images were also used in out-of-home and social campaigns.

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By inviting people to consider what pain relief feels like to them and then using generative AI to visualize that sensation, Panadol is tapping into a key emotion related to its brand. The activation turns an everyday pharmaceutical into an opportunity for participants to illustrate a feeling that's unique to them — shaped by a complex blend of genetic, physiological, psychological and cultural factors — and share it with others.

Generative AI makes it easier than ever for anyone to communicate their thoughts, feelings and dreams, making the abstract and unspoken nearly tangible. How could your brand act as a guide, providing people with intuitive AI tools and thought-provoking prompts that allow them to reach new levels of self-expression?