Randstad

If you’re smart, you work with your hands.

A.I. failed a practical school exam to show that there’s a future in working with your hands.

Challenge

Blue collar work is undervalued and understaffed

Back when all the newspapers, talk shows, and feeds were buzzing with the words “generative A.I.” and when ChatGPT reached a billion users, we needed to shift the conversation towards a more pressing societal topic. And call for a revaluation of professions that entail working with your hands. As the shortage of skilled labor has doubled in the last 3 years, Randstad continually struggles to fill blue-collar positions.

Approach

Make it work with your hands

We collaborated with A.I. specialists and education professionals to create an experiment that highlights the value of earning a practical school degree.

Solution

A.I. Flunked.

While ChatGPT was making headlines for passing the bar exam and getting a medical degree, we changed the narrative – by showing an A.I. publicly failing a vocational school exam. By highlighting that the work we take for granted is difficult for even the smartest A.I., we show students that there might be more future in working with your hands than they assume.