Bella Ramsey uses Apple’s new AI features to escape awkward situations

Apple has released a campaign promoting new AI features on the iPhone 16 and iPhone 16 Pro starring “Game of Thrones” and “The Last of Us” star Bella Ramsey.

Hello Apple Intelligence includes three spots, one 45-second and two 30s, that showcase Ramsey using three different AI features available on the new iPhones to escape potentially awkward situations.

In “Custom memory movies,” Ramsey helps a dad struggling to speak at a funeral for his daughter’s goldfish by creating an AI-generated slideshow on her iPhone.

In “Email Summary,” Ramsey uses an AI-powered feature on her iPhone to summarize an email she hadn’t read in a meeting with an executive. 

And in “More Personal Siri,” the actress uses enhanced AI features within Apple’s voice assistant, Siri, to recall a man’s name who she runs into at a Hollywood party. 

Each spot ends with the song “Genius” by Krizz Kaliko.

TBWA\Media Arts Lab worked on the campaign, which launched Sept. 13.

Apple plans to introduce its Apple Intelligence software next month, which aims to “combine the power of generative models with personal context to deliver intelligence that is incredibly useful and relevant while protecting users’ privacy and security,” according to the company.

The work will air on broadcast television, online video, cinema and social media. Emmy winning director David Shane directed the commercials. Cinematographer Erik Messerschmidt, who won an Academy Award for his work on “Mank,” was the director of photography. 

Apple declined to answer questions about the campaign.