Scaler has launched #NotDoneAI, a new campaign that uses comedy to take a swing at one of tech’s more quietly worrying habits, writing AI-generated code without actually understanding what it does.
The film, created by Emplace HQ, follows comedian and writer Biswa Kalyan Rath as he tries to build a food delivery platform purely through AI prompts. As his instructions get vaguer, the platform spirals into increasingly broken, absurd outcomes, a comic device that doubles as a fairly accurate warning about what happens when execution outpaces comprehension.
That gap is exactly what Scaler is betting professionals will recognise in themselves. The campaign isn’t arguing against AI, it’s arguing against mistaking AI’s speed for actual skill, positioning foundational technical understanding as the thing that still separates builders from people simply prompting their way to a result that looks right until it isn’t.
Rahul Kartikeyan, Scaler’s chief marketing officer, framed the moment plainly: AI has made it possible for almost anyone to build something, but that ease is increasingly being confused with depth. Casting Rath, he noted, was a deliberate choice, his comic instincts for everyday absurdity make him a credible voice for a tension a lot of working professionals are quietly sitting with.
It’s a sharp bet for an upskilling brand to make, using humour not to sell AI, but to sell the idea that understanding it is still the harder, more valuable skill.
