Yas Island Abu Dhabi and Pickyourtrail Launch Human–AI Collaboration Campaign

Yas Island, Abu Dhabi, in partnership with travel-tech company Pickyourtrail, has launched a new digital campaign titled “Smash the Ordinary.” The initiative introduces a human–AI travel collaboration featuring actor Sahher Bambba and Naina, a digitally created AI influencer.

The campaign rollout began with teaser posts from both profiles. Bambba posted an Instagram story hinting at “finding someone special,” while Naina asked followers for suggestions on notable human travel experiences. The coordinated activity was designed to build audience interest before the reveal of the pair travelling together for the campaign.

Content was distributed primarily through Instagram reels, showcasing Yas Island attractions, including Ferrari World Yas Island, SeaWorld Yas Island, and Warner Bros. World Yas Island. The format was selected for short-form consumption and shareability across social platforms.

According to the companies, the campaign has reached more than 13 million users, generated over 17.3 million views, and received around 1,100 shares across platforms.

The creative structure was built around a phased narrative—starting with individual teasers, followed by the announcement of the collaboration, and then sequential content releases documenting the activities undertaken by Bambba and the AI influencer.

For Yas Island Abu Dhabi and Pickyourtrail, the campaign serves as a test case for how human–AI collaborations may be used in tourism marketing and digital engagement strategies.