Preface expands AI literacy push with citywide campaign

Preface has launched a new campaign, “AI is taking your pie,” building on the momentum of OpenClaw and reinforcing that AI literacy is now a board-level imperative—essential for organisational survival and with far-reaching societal impact across the city.

Following last year’s citywide “Just start movement” (AI 係你嘅對手 定你對手), this latest initiative signals a shift in urgency. With “AI is taking your pie” (AI 係你．對手), Preface makes it clear that those who remain stagnant risk losing out. The missing slice at the launch event’s pie and pizza served as a powerful visual reminder that decisive action is needed in this era of AI transformation.

Running from mid-April through June, the campaign targets leaders and influencers across business, education, community, and media. Invited to the “AI is taking your pie” kickoff, these key figures will continue the 2025 theme “AI 係你嘅對手定你對手” by taking the lead in shaping the city’s conversation around whether AI is a rival or an ally.

The campaign also aims to reach a broader audience, including young professionals, parents, students, and corporate audiences, who will later take part in the “red vs blue” citywide challenges and a series of ongoing activities.

The campaign kicked off on the eve of 14 March (Pi Day), when Preface’s headquarters welcomed 80 of Hong Kong’s top leaders for a critical session titled “AI is taking your pie.”

A spokesperson from Preface told MARKETING-INTERACTIVE, “We continue the successful 2025 campaign ‘AI 係你嘅對手定你對手’ with a new chapter: using ‘Code Red’ to create an urgent ‘wake up’ moment, and teasing ‘Code Blue’ as the hopeful path where AI becomes a true companion.”

“We are driving AI transformation for organisations across sectors including banking, real estate, hospitality, and retail. By taking a top-down approach, we ensure executive leadership is trained first to establish the vision, followed by tailored sessions for different business units, and eventually scaling to provide literacy and tools for all employees,” the spokesperson added.

The kickoff transformed Preface’s headquarters into a dedicated lecture hall for executives, equipping them with the latest insights into technologies such as AI agents and OpenClaw, and turning these topics into citywide hands-on workshops. For the official launch, Preface will roll out the “Red vs Blue” challenge alongside initiatives to benchmark AI literacy, adoption rates, and relevance across the city.

By mid-May, the campaign will enter its second phase, partnering with F&B collaborators to bring the “growing pie” concept to life. As Preface continues to equip the community with new AI skills, the goal is to shift perceptions—from seeing AI as a threat to recognising it as a partner that helps grow their pie.

To make the campaign stand out and capture attention, the “Red vs Blue” challenge will be taken to the streets through creative outdoor installations, supported by social media amplification.

Strategic visibility will be anchored at Preface’s flagship locations in Causeway Bay and Central, and expanded citywide with high-impact transit advertising on buses and minibuses.

Tommie Lo, founder and CEO, Preface: "Hong Kong, the time for hesitation has passed; we are at a critical ‘Code Red’ moment where stagnation means letting the AI revolution take your pie. But this campaign isn’t just a wake-up call, it’s an invitation to shift our city’s trajectory toward ‘Code Blue,’ where we embrace AI not as a rival, but as a companion that grows your pie. By choosing to lead through literacy and innovation today, we ensure that every individual and business in our community can thrive in this new era."

Mark your calendars for 24 June! #Content360 Hong Kong returns with a dynamic, one-day event dedicated to pivotal trends—from the silver economies to breakthrough IP collaborations, sports, and beyond. Let's dive into the art of curating content with creativity, critical thinking and confidence!

Related articles:

Preface empowers Hongkongers to begin their AI journeys with new campaign
Preface emphasises 'the power of prompting' with new campaign featuring AI coffee