Visit Iceland will send a real Icelandic knitter to sit through your pointless online meeting. The knitter joins the call from somewhere in Iceland, listens to the discussion and knits the one word that sums it up. You get the hour back.
Not That Kind of AI
The service is called AI Knittakers, and the AI stands for Authentic Icelandic. It is a parody of the AI notetakers that now sit in on video calls, recording and summarising every word.
“It’s easy to assume that every modern problem needs a technological answer,” said Sigríður Dögg Guðmundsdóttir, a spokesperson for Visit Iceland.
How the Service Works
People book a knitter through AIKnittaker.com, and the knitter joins their Google Meet call in their place. The service is free, with 330 one-hour appointments available until November 20.
The knitters appear on camera from across Iceland, in farmhouse kitchens, harbour towns, beside waterfalls and in geothermal pools. While the meeting runs, they listen, pick up the mood and knit the word that captures it. They are also encouraged to note the awkward silences and disagreements that a transcript would miss.
Afterwards, the person who booked receives a photo of the knitter holding the finished word, along with their name, story and location. In the US and Europe, people can also ask for the knitted piece itself to be posted to them, while stock lasts. Each one is made from lopi wool from Icelandic sheep.
The Words They Knit
Early examples include “Pivot,” “ASAP” and “Hard Stop.” In a demo for the pitch, the mother of Peel’s Magnús Magnússon knitted “WTF” and “Meeting Over” in Icelandic wool.
Between 20 and 30 knitters represent each of Iceland’s 7 regions, led by Salka Sól Eyfeld, the project’s Chief Knitter. She called it “a chance to bring a little Icelandic creativity and humour into people’s working days.”
The Meetings Problem
The idea is backed by research. Visit Iceland surveyed 4,000 office workers in the US and UK. They reported spending nearly 8 hours a month in meetings they considered unnecessary, and 63% agreed that many meetings could have been an email.
Stevie Archer, chief creative officer at M+C Saatchi North America, said knitting was chosen because it “has been part of Iceland’s heritage for centuries, reflecting the country’s creativity.” The only request is about how people use the time they save. “We just ask that you put that saved time to good use,” he said.
Where the Campaign Runs
The campaign is built around a hero film directed by Þóra Hilmars, with day in the life videos following the knitters. Creators document real meetings and reactions on social media. Digital billboards at Penn Station in New York and Waterloo Station in London target commuters on their way to the office.
A Tourism Board With a Habit
Visit Iceland has used this kind of joke before. In 2022, it offered to let trained Icelandic horses type people’s out-of-office emails, encouraging workers to take a proper break.
“Our campaigns are designed to do more than showcase Iceland’s landscapes,” said Daði Guðjónsson, head of marketing and communications at Visit Iceland.
The campaign sells Iceland by solving a small office problem. Every knitted word arrives with a waterfall or a geothermal pool in the background.
Campaign Name: AI Knittakers (Authentic Icelandic Knittakers)
Agency Name: M+C Saatchi North America and Peel
Brand Name: Visit Iceland
Location: Iceland, with media in the US and UK (October 29 to November 20, 2026)
