upGrad has launched a new Valentine’s Day campaign titled AI Love You, using music-led storytelling and pop-culture cues to reposition Artificial Intelligence as a partner in personal and professional growth. The integrated initiative aims to drive awareness for upGrad’s AI upskilling programmes while making the technology feel more familiar, human, and empowering.
At a time when conversations around AI are often dominated by fears of disruption and job displacement, the campaign takes a contrasting approach. Through digital films, social content, and an original hip-hop anthem, AI Love You portrays AI as an everyday collaborator-one that enhances capabilities, supports decision-making, and helps individuals move forward in their careers with confidence.
Notably, several elements of the campaign were themselves created with the help of AI tools, including ideation and visual treatments. This deliberate choice reflects upGrad’s intent to demonstrate real-world application of AI beyond classrooms, embedding the technology into its own creative and marketing processes.
The Valentine’s rollout also introduces ‘Career Cupids’, consultants designed to help learners identify the most relevant AI programmes for their career goals. To further incentivise participation, upGrad has announced limited-period fee waivers on select AI courses. The campaign is being amplified through creator collaborations, digital platforms, and on-ground engagement at upGrad’s Marol office.
Commenting on the initiative, Anuj Vishwakarma, CEO – Higher Education Programs at upGrad, said the campaign was built to shift the AI narrative from fear to empowerment, while also showcasing how AI can be integrated into creative workflows.
Adding to this, Manik Singla noted that AI Love You was conceived as a culture-first brand moment, highlighting how human creativity and machine intelligence can co-create meaningful outcomes.
With this campaign, upGrad reinforces its positioning not just as an AI education provider, but as a brand leading by example in AI adoption and innovation.
