Belgian AI Startup's Satirical Ad Imagines Humans Powering AI Through Workouts
Belgian artificial intelligence startup AiCandy has released a provocative advertisement that humorously critiques the escalating energy demands of AI systems. The spoof video presents a fictional scenario set in the year 2036, where humans are depicted generating electricity for AI through organized group workout sessions.
The Fictional "Energym" Concept
The advertisement promotes a made-up company named "Energym," which claims to power AI infrastructure using energy harvested from people participating in cycling and rowing fitness classes. This satirical premise is presented with dramatic flair, imagining a future where technological advancement has created unexpected societal roles.
The video features artificially aged versions of contemporary technology leaders, including Elon Musk, Sam Altman, and Jeff Bezos. While clearly intended as parody, the advertisement has generated significant online discussion, with many viewers finding the concept unsettling despite its humorous presentation.
Dystopian Narrative Elements
In the fictional 2036 scenario presented in the video, an AI-aged Elon Musk declares that by 2030, approximately 80% of human jobs have been eliminated by artificial intelligence and robotics. An AI version of Jeff Bezos adds commentary that although people have lost their economic purpose and financial stability, they now possess "a lot of time on their hands."
"What if we could use the energy of humans to power the machines that took away their jobs," the AI Musk character proposes in the advertisement. AI Sam Altman follows with the tagline: "Energym solved our need for energy and your need for purpose."
The core concept suggests repurposing human physical activity to fuel the very machines that displaced human workers from employment. This narrative, while presented with cinematic seriousness, is purely speculative and not based on any actual technological developments. There is currently no evidence that such human-powered energy systems for AI are being planned or implemented anywhere in the world.
Viral Social Media Response
AiCandy shared the video on its Instagram platform with accompanying text that elaborated on the fictional premise: "ENERGYM: Move the world. It's 2036 and 80% of jobs have been replaced by AI and robotics. After the stock market crash of 2026 the economy faltered and the US tech elite had to find a new way to keep the world moving: Energym - Human-powered AI systems, fulfilling both the machine's need for energy and the people's need for purpose."
The clip has achieved remarkable virality across multiple social media platforms. The original Instagram Reel has surpassed 4 million views, while reposted versions on X (formerly Twitter) have accumulated millions of additional engagements. The advertisement has attracted commentary from public figures, including United States Senator Chris Murphy, who remarked that the content "did not feel like parody" despite its satirical intent.
Creator Insights and Motivations
AiCandy founders Hans Buyse and Jan De Loore expressed surprise at the extensive public response to their advertisement in an interview with Business Insider. The company, established in 2025, specializes in creating AI-generated video content.
According to the founders, the advertisement was specifically designed to address growing criticism regarding the substantial energy consumption associated with artificial intelligence tools and systems. The satirical approach aims to highlight concerns about AI's environmental impact through exaggerated futuristic scenarios.
While presented as entertainment, the advertisement has successfully sparked broader conversations about the sustainability of artificial intelligence development and the potential societal implications of widespread automation.
