Fiverr’s latest campaign says the quiet part out loud: AI is a tool that can help creators, and creators are going to use it—proudly. Since 2023, the freelancer marketplace has been using its marketing to say that AI needs humans to do the best creative work: With an ad in the print New York Times, a Broadway-style musical video and a new campaign highlighting its Fiverr Go tool that helps AI learn and build off of creators’ original work.

I talked to Fiverr CMO Matti Yahav about how he made the theme of the marketplace’s embrace of AI for creators into humorous campaigns, and how he personally feels about AI’s place in marketing. This conversation has been edited for length, clarity and continuity. It was excerpted in the Forbes CMO newsletter.

Fiverr serves several different constituencies. You’re looking for new freelance creators, but you also want customers to use Fiverr to hire creators. Who does this recent campaign about using AI target?

Yahav: It’s funny because we spoke to both audiences at the same time. For freelancers, Fiverr Go goals empowers them and creates new ways for them to scale their business. For potential customers, this is a whole new way to create value with talent and the most cutting edge technology. Definitely two different audiences, but with more or less the same message.

Fiverr CMO Matti Yahav.

Why the focus with this campaign on AI?

We always try to convey the message that we have the best talent, the top-notch talent. I think in today’s world, being top-notch talent means that you need to have the most cutting-edge technology. That was our message. Everybody talks about AI, but at the end of the day, for us, it’s humans in the center, talent in the center. We are leveraging AI........

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