HSBC Releases AI-Campaign Featuring the Faces of Fraudsters

To highlight the growth in fraudsters’ capabilities, banking brand HSBC has released a technologically advanced campaign that uses artificial intelligence to show the face behind the voices of fraudsters.

The “Faces of Fraud” education campaign was developed by Wunderman Thompson. This follows payment processing firm Merchant Savvy’s prediction that payment fraud will cost the public $40.62 billion in 2027.

The campaign uses an AI capable of identifying a person’s characteristics including gender, race, weight and age through voice data alone to predict what a fraudster’s face will look like. It was developed in partnership with Carnegie Mellon University in Pittsburgh by using real voice recordings of fraudsters in a “voice-to-face” neural network, which would then generate facial composites based on the provided “auditory DNA”.

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Carnegie Mellon University professor Dr. “There is certainly a science behind this effort, but such a clever use of technology exemplifies the ultimate power of human creativity in social development,” Rita Singh said in a statement.

She added that when Wunderman was approached to work with Thompson, her team felt “extremely gratified” to see their years of research come to fruition.

Using Epic Games’ Unreal Engine platform “Metahumans”, Wunderman Thompson was able to animate faces through motion capture to allow them to drive the campaign forward. It consists of a series of online tutorials, which outline how to create faces, as well as how to spot scams. It is hosted on a dedicated HSBC campaign microsite and YouTube.

Bas Kirsten, global chief creative officer at Wunderman Thompson, said no one is immune to fraud and hopes HSBC’s technology can help solve the problem.

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“Our hope is that by putting a face to these fraudsters, we can educate the public about the tactics used to scam them out of their hard-earned money and reduce the rate of fraud worldwide,” Kirsten added.

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Global Chief Creative Officer: Bas Corsten

Chief Creative Officer: Steve Aldridge

Executive Creative Director: Tom Drew

Global Creative Director: Carl Lundqvist

Creative Director and Copywriter: Jason Berry

Dr. Yandong Wen, Carnegie Mellon University

Prof. Rita Singh, Carnegie Mellon University

Copywriter: Josh Baggott

Art Director: Sam Huckle

Senior Accounting Director: Tim Manners

Account Director: Madeleine Webb

Strategy Director: Piers Calnan

Senior Creative Technician: Jono Hunt

Executive Producer: Bella Denone

Production Director: Leanne Page

Production Director: James Wilson

Designer: Sandra Hiralal

Editor: Precious Salazar

Editor: Derry Watt

Integrated Program Director: Julian Poole


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