Scaler’s #NotDoneAI campaign pokes fun at AI coding shortcuts

MUMBAI: When AI takes instructions too literally, the results can be anything but intelligent. Scaler has launched a new digital campaign, #NotDoneAI, using humour and satire to spotlight a growing phenomenon in the tech world, “vibe coding,” the practice of relying on AI-generated outputs without fully understanding the logic behind them.

Featuring comedian and writer Biswa Kalyan Rath, the film takes a playful swipe at the temptation to treat artificial intelligence as a shortcut to expertise, arriving at a time when AI-powered tools are becoming deeply embedded in everyday work and development processes.

Conceptualised and executed by Emplace HQ, the campaign follows Biswa as he attempts to build a food delivery startup using little more than confidence, vague prompts and an AI assistant. What begins as a seemingly straightforward exercise quickly spirals into chaos.

In one sequence, Biswa instructs the AI to create a food delivery platform, only for the system to remove restaurants from the process altogether, leaving delivery partners turning up at his doorstep to collect orders that do not exist. In another, a prompt about delivering biryani from restaurants to customers results in every customer receiving biryani regardless of what they actually ordered.

The comedy escalates further when an attempt to make the platform deliver “exactly what customers want” sends the AI into overdrive, producing increasingly absurd and unintended outcomes. The film uses these exaggerated scenarios to highlight the risks of prioritising speed and convenience over genuine understanding.

Rather than criticising AI itself, the campaign focuses on human behaviour. It reflects a growing concern within the technology industry that while AI can accelerate execution, it cannot replace foundational knowledge, critical thinking or sound decision-making.

The message appears to have struck a chord. According to Scaler, the film generated more than 4.5 lakh views within 24 hours of release, tapping into a wider conversation around AI adoption and the balance between automation and expertise.

The campaign also reflects a broader shift in how educational and technology brands are approaching AI. Instead of positioning artificial intelligence as a replacement for learning, many are increasingly emphasising AI fluency alongside strong fundamentals.

Through Biswa’s increasingly disastrous startup experiment, Scaler delivers a simple message wrapped in comedy, AI can help build things faster, but understanding how they work is still what keeps everything from falling apart.

In the race to automate, the campaign suggests, common sense may remain the most valuable feature of all.