AI recreates controversial Enit campaign featuring Botticelli's Venus

Digital creator Matteo Flora used AI tools to generate an alternative version of Enit's controversial tourism campaign, which features a modernized Venus influencer. The original campaign, created by Armando Testa with a budget of €9 million, has been widely criticized for relying on stereotypes and poor execution, including excessive Photoshop and mismatched elements. Flora's AI-generated version, titled "Italy Infinite Wonder," was produced using Midjourney (€20/month) and GPT (€0.04). The criticism extends to Florence's mayor Dario Nardella, who called the campaign "caricature-like," and former Uffizi director Antonio Natali, who stated "We have hit rock bottom." Despite the backlash, the campaign is set to launch internationally at ATM Dubai from May 1-4, with €4 million allocated to digital and cross-media efforts to drive traffic to italia.it.