With AI, you can create images from words. Better make sure they are the right ones.

About Bescherelle
Bescherelle is a brand that publishes numerous books for academic, extracurricular, youth and general audiences. With 1 million books sold each year, Bescherelle is the reference publisher when it comes to the French language.

Artificial intelligence is poised to become a fixture in our lives and professional undertakings. There is no escaping the fact, which can be seen optimistically or pessimistically. Regardless, we will all need to be able to use so-called “prompts”, i.e. commands that go through a series of algorithms to create an object from artificial intelligence. First, however, we will need to know how to properly write that prompt, so that we can get what we want from artificial intelligence.

Without a good grasp of grammar, syntax and spelling, it will be pointless to turn to artificial intelligence with a specific expectation. Consequently, these will remain, for a little while yet, necessary allies in all our successes. This is what Bescherelle wished to reveal in its new campaign visible on the social media, designed and created by the agency Brainsonic.

« Despite all the innovations and changes in our creation and communication methods, language and writing proficiency remain fundamental. Yet, despite having been alongside the French for 180 years with unwavering success, Bescherelle also wishes to take the drama out of the subject, as this campaign shows! » explains Célia Rosentraub, DG of Bescherelle.

« People say that image is everything – how ironic then that artificial intelligence is reminding us how important it is to master language and writing. It’s the foundation for everything! With this campaign, we don’t want to pass judgement on AI, but explain – light-heartedly – that Bescherelle still has a fully legitimate part to play in our modern and technological world... A world in which everything is moving faster and faster. It just goes to show that you still need human beings behind it all. » continues Alban Pénicaut, Creative Director of Brainsonic.