HSBC Releases AI-Campaign Featuring the Faces of Fraudsters

To highlight the growth in fraudsters’ skills, banking brand HSBC has launched a technologically advanced campaign that uses artificial intelligence to reveal the faces behind the voices of those behind fraud.

The “Faces of Fraud” educational campaign was developed by Wunderman Thompson. It follows a forecast by payment processing firm Merchant Savvy that payment fraud will cost the public $40.62 trillion by 2027.

The campaign uses an AI capable of identifying a person’s characteristics using just voice data, including gender, ethnicity, weight and age to predict what a scammer’s face might look like. It was developed in collaboration with Pittsburgh’s Carnegie Mellon University using real voice recordings of fraudsters fed into a “voice-to-face” neural network, which would then create face composites based on the provided “audible DNA”.

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Dr. Rita Singh, a professor at Carnegie Mellon University, said in a statement: “There is certainly a science drive behind this effort, but the intelligent use of this technology represents the ultimate power of human creativity in advancing society.”

He added that when Wunderman approached him to work with Thompson, his team found it “extremely gratifying” to see years of research come to fruition.

“Metahumans” Using Epic Games’ Unreal engine platform, Wunderman Thompson was able to animate the faces through motion capture to tackle the campaign. This consists of a series of online tutorials, which explain the creation of faces, as well as how to detect fraud. It’s on a dedicated HSBC campaign microsite and on YouTube.

Bas Korsten, global creative director at Wunderman Thompson, explained that no one was immune to fraud and hoped that HSBC’s technology could help tackle the problem.

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“Our hope is that by putting a face on these fraudsters, we can educate the public on the tactics used to defraud them of their hard-earned money and lower the rate of fraud worldwide,” Korsten added.

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CREDITS:

Global Chief Creative Officer: Bas Korsten

Creative Director: Steve Aldridge

Executive Creative Director: Tom Drew

Global Creative Director: Carl Lundqvist

Creative director and copywriter: Jason Berry

Dr. Yandong Wen, Carnegie Mellon University

Professor Rita Singh, Carnegie Mellon University

Writer: Josh Baggott

Art Director: Sam Huckle

Senior Account Manager: Tim Manners

Account Manager: Madeleine Webb

Strategy Director: Pierce Calnan

Advanced Creative Technology: Jono Hunt

Executive Producer: Bella Danon

Production Manager: Leanne Page

Production Manager: James Wilson

Designer: Sandra Hiralal

Editor: Precious Salazar

Editor: Deri Watt

Integrated Program Director: Julian Poole

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