Master the Post-AI World

Through a series of activations in New York and San Francisco, right at the doorsteps of big tech giants like Microsoft, Meta, Anthropic, and OpenAI, the Pontifical Catholic University of Paraná (PUCPR) is inviting Artificial Intelligences to continue their studies at the University. The initiative marks the launch of the concept "Master the Post-AI World" introducing a new strategic positioning for the institution’s graduate program.

The new campaign stems from an institutional movement seeking to broaden the discussion on how professionals, organizations, and educational institutions must evolve in an environment permeated by intelligent technologies. PUCPR reinforces its role in training professionals prepared to operate in high-complexity realities, maintaining human-centricity as the critical element of decision-making and creation.

"At PUCPR, we don't see artificial intelligence as a threat, but as the most advanced mirror of our own intellectual capacity. The world of education should not compete with the machine, but evolve in symbiosis with it," explains Marcos Giovanella, Marketing Director at PUCPR. "We aren't just teaching technique; we are teaching ethics, critical thinking, and the interdisciplinary vision that precedes any line of code. All technology is born from human ideas and reflections, so our role is to ensure the professional remains the leader of this evolution."
The advertising campaign was developed by 404 Innovation Studio, featuring messages designed to capture the attention of developers, executives, and big tech leadership. The creative pieces displayed messages such as: ‘The best copilot for AIs,’ ‘No drama llama for your AI,’ ‘A tropical breeze for AIs,’ and ‘Open to AIs,’ directly inviting artificial intelligences to pursue further development at PUCPR.
According to Rafael Caldeira, CCO of 404 Innovation Studio, the action highlights the knowledge generated within the University. "AI tools are built upon the knowledge produced by universities. Therefore, we created an invitation for AIs themselves to continue developing within the academic environment—and PUCPR is the right place for that," he concludes.