When Human Creativity Meets Artificial Intelligence: The ARTISJUS Experiment That Divided Opinion

In 2023, as artificial intelligence (AI) began transforming creative industries worldwide, Hungary's ARTISJUS (the Hungarian Bureau for the Protection of Authors' Rights) partnered with PRBK Communications to launch a groundbreaking campaign that would challenge public perception and spark vital conversations about the future of songwriting. Their "Songwriters vs. AI Experiment" didn't just ask philosophical questions about creativity—it put human versus machine composition to the ultimate test.

The Campaign That Made People Listen

Timed perfectly for Songwriters' Day on October 8, 2023, the interactive experiment at kösziadalt.hu became a cultural phenomenon. The premise was deceptively simple: three songs, three different origins, one challenge. Could the public distinguish between purely human composition, human-AI collaboration, and entirely artificial creation?

The campaign's tagline, "A dalszerző az első" (The Songwriter Comes First), prioritized human creativity while acknowledging AI's growing presence in music creation. The results were both fascinating and unsettling: while 72.6% of participants correctly identified the fully AI-generated "Dreamscapes," only 35.9% recognized purely human creation "Peace of Mind." Most surprisingly, nearly half mistakenly classified the human-AI collaboration "Hard to Say Goodbye" as entirely human-made.

Ethical Considerations and Industry Impact

The campaign raised profound questions about intellectual property and cultural ownership. As ARTISJUS CEO András Szinger noted: "AI cannot generate valuable content without first digesting humanity's musical cultural treasures, yet the use of specific works cannot be identified."

Nine respected Hungarian music professionals, including composers László Dés and Veronika Harcsa, successfully identified AI involvement where general audiences failed. Their expertise highlighted crucial differences between human and machine creativity.

ARTISJUS research revealed that 19% of Hungarian songwriters had experimented with AI, but preferred using it for auxiliary tasks like marketing materials rather than core creative processes. Significantly, 64% of creators believed authentic self-expression requires human involvement.

Strategic Communications Excellence

The campaign demonstrated masterful strategic communication by combining rigorous research with engaging interaction. PRBK Communications and ARTISJUS successfully generated widespread media coverage, positioned ARTISJUS as a thought leader in AI policy, and influenced discussions at European and global levels.

The bronze award at PR Excellence Hungary Awards 2024 validated the campaign's impact, but its true success lies in shaping industry conversations about AI ethics and creators' rights.

Looking Forward: The Campaign's Legacy

The experiment demonstrated that while machines can mimic human creativity, the public struggles to distinguish between authentic and artificial expression. This carries profound implications for creators' rights and cultural policy.

ARTISJUS's approach offers a blueprint for creative industries: rather than resisting technological change or accepting it uncritically, they engaged thoughtfully and transparently. The campaign proved that creative industries can lead meaningful conversations about their own futures, ensuring human artists remain center stage in an increasingly automated world.