The objective of the AI Guy campaign was to reframe how marketers think about AI-driven discoverability by making the problem immediate, human, and relatable. As search behavior shifts toward AI-generated answers, many brands face a growing risk of invisibility. The campaign aimed to name that fear, spark recognition, and clearly position Webflow as the platform that helps brands stay discoverable and in control of their story in an AI-first world. Success was defined not only by reach, but by engagement, conversation, and meaningful product interaction tied directly to AEO and AI-SEO.
The creative centered on personifying an AI answer engine as “AI Guy,” an earnest, overconfident character who struggles when asked to talk about brands that haven’t done the work to be discoverable. Instead of portraying AI as powerful or futuristic, the campaign leaned into humor and imperfection to reflect how people actually experience AI at work today. Designed specifically for social feeds, the work prioritized character, performance, and repeatability over traditional demos or explainers. By using comedy as the entry point, the campaign turned a complex technical shift into clear, memorable storytelling that audiences wanted to watch, share, and talk about.
The rise of AI answer engines has created a new brand risk: if AI can’t understand your website, it guesses what your brand is.
We brought AI Guy to life by starting with a simple but uncomfortable truth: marketers aren’t confused about AI, they’re anxious about becoming invisible. As search behavior shifts toward AI-driven answers, brands are realizing that if they haven’t done the work to be discoverable, AI can’t help them no matter how advanced it sounds. That fear became the foundation of the project.
From the beginning, the plan was to avoid traditional B2B patterns. We didn’t want an explainer, a demo, or a future-forward promise about AI. Instead, we treated social as the medium, not just the distribution channel. The idea was built specifically for feeds, short attention spans, and repeat viewing. Humor and character became the delivery system because they allow audiences to engage without feeling lectured or sold to.
Execution centered on personifying an AI answer engine as “AI Guy,” an earnest, confident, and frequently wrong character who struggles when asked to explain brands that haven’t made themselves discoverable. Casting a television actor allowed us to lean into performance, timing, and subtlety—tools rarely used in enterprise marketing. The scripts were written to feel conversational and situational, reflecting how AI actually behaves at work today: chipper, helpful, and occasionally off the rails.
A key feature of the work is that AI is not positioned as the hero. In the story, AI is a mirror. When brands haven’t done the work, AI has nothing to work with. This allowed us to naturally connect the humor to Webflow’s AEO and AI-SEO capabilities without ever resorting to instructional language or product-heavy messaging.
One of the biggest challenges was speed. The campaign moved from brief to launch in 83 days, with a hard deadline to be live and fully spent by the end of Q4. That required rapid alignment, trust between teams, and decisiveness at every stage. Another challenge was restraint—resisting the urge to over-explain a complex topic and trusting the audience to connect the dots through character and consequence.
What makes this work unique is its refusal to treat B2B as a creative limitation. AI Guy proves that when enterprise storytelling is built for social culture rather than corporate comfort, it can be funny, human, and effective at the same time.
Meet Webflow's AI Guy, the world’s most confident answer engine with all the wrong answers.
AI Guy delivered both immediate scale and lasting resonance by treating social as a creative medium. The campaign became Webflow’s largest brand launch to date, rolling out 15+ assets across six platforms and outperforming expectations almost immediately.
Within the first week, the campaign hit its full video view target, reaching 2.7 million views. Overall impressions reached 27.9 million, exceeding the original 5–7 million goal by more than four times. On LinkedIn, organic engagement averaged 6 percent, surpassing platform benchmarks and signaling that the work wasn’t just seen, but actively interacted with.
Beyond attention, the campaign drove meaningful downstream action. During launch week, 772 AEO MM assessments were completed. Nine percent of those assessments came directly from the campaign landing page, demonstrating a link between entertainment-driven creative and product engagement. Experimental placements, including a Reddit Category Takeover, outperformed national benchmarks and lifted performance across existing campaigns.
The work generated earned interest beyond paid and owned channels, securing four podcast features, with additional industry conversations scheduled, reinforcing that the idea traveled organically within the marketing community.
The tone of the response reflected recognition and relief. Marketers saw themselves in the character. The humor sparked sharing, quoting, and conversation because it named a real fear without dramatizing it. AI Guy didn’t feel like a brand talking at people.
The results show that social-first, character-led B2B creative can drive both cultural relevance and measurable business impact when it respects how people actually consume, react, and share content.
