If Anyone Builds It, Everyone Dies

About This Project

Summary

DEY. transformed the launch of Eliezer Yudkowsky and Nate Soares's book If Anyone Builds It, Everyone Dies into a global influence campaign on the existential risk of unaligned superintelligent AI. The strategy combined message development with national media, Capitol Hill convenings, creator partnerships, stakeholder outreach, outdoor advertising in New York, Los Angeles and San Francisco, and targeted digital content to move the issue from niche debate into mainstream culture and policy.

Goals & Objectives

Dramatically Increase Public Awareness Harnessing media, events, and social platforms to bring the existential risk of unaligned AI into public consciousness at a scale that cannot be ignored. Use the Book as a Catalyst for Global Engagement A meticulously planned book publicity campaign amplified

Results & Impact

The book reached NYT bestseller list in its first week, and by Sept 2026, the Hugging Face controversy and renewed warnings from leading AI figures resulted in a surge of inbound requests for Nate and MIRI for explanation and analysis, a result of bringing their voice into the mainstream.