People weren't playing the lower level jackpots because they didn't believe they could win. As a social response campaign, we asked New Yorkers to share their wildest winning dreams, then used AI to turn those fantasies into images in real time. It was New York Lottery's first AI-powered campaign, and we made sure to do it responsibly and ethically, compensating artists and securing proper licensing. Built to activate when jackpots hit key levels, it was a new way to engage New Yorkers across social networks that wasn't possible before AI. And with each iteration, we could deliver higher quality imagery, and eventually even video responses.