Creative agency Havas Life London has launched an impactful new campaign, ‘The World’s Rarest Disease’, highlighting the dangers of using AI as a research tool, especially when it comes to rare diseases.
The thought-provoking campaign introduces the ‘world’s rarest disease’ – so rare, in fact, that no one has ever suffered from it.
Havas Life London cleverly illustrates the pitfalls of AI by using ChatGPT to create the fictitious ‘Inveritas Syndrome’ – detailing symptoms, diagnostic tests, biomarkers and the first documented case in the 18th century.
ChatGPT even created a fake pharma corporation, drug and clinical paper detailing its efficacy.
The social media campaign launched with a film released on ‘World Inveritas Syndrome Day’ – another AI invention.
After detailing the fictitious disease, its symptoms, history and treatment, the film goes on to reveal the truth: that AI ‘invented the whole thing’.
The result is a timely campaign that illustrates how over-reliance on AI can severely compromise accuracy, trust and – particularly in the healthcare space – safety.
The fictitious ‘Inveritas Syndrome’
Imagine waking up and feeling like time is slipping through your fingers…sometimes racing forward, other times standing eerily still. For those living with Inveritas Syndrome, reality can feel unreliable, as memories blur and the familiar becomes strangely unfamiliar.
Though incredibly rare, this condition reminds us how delicate our perception of reality can be. Today, we honour the resilience of those affected, the dedication of researchers unravelling its mysteries, and the importance of raising awareness for even the rarest conditions.
We are shining a light on the unseen. Watch our film and discover the truth.
Havas Life London urges the industry to ask critical questions: How do we ensure AI supports – not replaces – human expertise? How do we protect patients and healthcare professionals by ensuring information is accurate and evidence-based?
To answer these questions, Havas Life London has created RAiRE (Rare AI) – an LLM that uses only validated and accurate sources to generate strategic insights and guidance on rare diseases.
“In healthcare, trust is everything,” said Sarah Mikhailov, Managing Director at Havas Life London. “AI can accelerate innovation but, without rigorous oversight, it can also amplify risk. Our new RAiRE tool is designed to help pharmaceutical marketers harness AI in rare diseases responsibly and effectively.”
The agency intends to use the campaign as a cautionary tale and an introduction to their bespoke rare disease AI platform, both with internal teams and clients looking for guidance and reassurance.