Prompt the Conference Ad: How "Calcalist" Turned Print into an Interactive AI Experience

Dec. 02, 2025

As artificial intelligence becomes the hottest topic worldwide, the number of AI conferences has multiplied. Facing a market saturated with "thought leaders," Calcalist, host of Israel’s leading AI Conference, sought a way to differentiate itself not by talking about innovation, but by demonstrating it.

Instead of designing a visual advertisement to promote their flagship AI Conference, Calcalist published a single, carefully engineered text prompt designed to unlock ChatGPT’s creative potential.

The double-page ad contained no graphics, it featured only a raw block of text designed to be snapped and fed into ChatGPT.

Once readers snapped and sent the prompt to ChatGPT, the AI instantly generated a persuasive, professional ad for the conference in real-time. The campaign effectively turned the newspaper from a passive reading experience into an active digital creation tool, making every reader a co-creator.

Old Media, New Tricks

The agency noted:

"The insight was simple: everyone talks about AI, but few let the audience experience it first-hand. We used the oldest medium - print - to trigger the newest technology. It wasn’t an ad about AI; it was an AI experience."

 

Results & Recognition

The campaign resonated deeply with the tech-savvy business community:

• +25% increase in conference attendance.
• +38% boost in brand visibility.
• +12% growth in business collaborations.

The campaign’s unique approach to media innovation has also garnered international acclaim, recently earning a spot on the Shortlist at the Epica Awards.