N.L. using artificial intelligence to track and tell stories of humpback whales

CBC

24-05-2025

Newfoundland and Labrador's tourism department is having a whale of a time using artificial intelligence to help visitors learn more about the province's humpback whale population.
Hello Humpback is a new website allowing users to upload their whale watching photos in order to help track humpback whales off the coast of Newfoundland.
Artificial intelligence then compiles that information into a story.
Darrell Smith, director of marketing for the Department of Tourism, Culture, Arts and Recreation, says no two whale tails are the same.
"Whether it's the markings on the tail or the ridges and whatnot, every tail is kind of like a human fingerprint. So of course, every one of those is unique," Smith told CBC Radio's Newfoundland Morning.
Once a photo is uploaded, Smith says Hello Humpback will search through a database from Happy Whale, a group that has tracked humpback whale migration for years, which users can then search through.
"This is all done using image recognition software," Smith said. "Then it'll show you the whale that you have seen yourself and will say, 'OK, this guy's been in the Dominican Republic and was recently seen off North Point.'"
It then uses AI to generate a story, details on sea conditions, and a specific gender for each whale according to the data Happy Whale has tracked.
When users upload their pictures of whales, Hello Humpback's website says they are contributing to citizen science.
"The AI model was actually built in our brand tone," Smith said. "Even though Happy Whale tracks the whales all around the world, this gives it a real unique Newfoundland and Labrador approach."
Smith says they didn't hire local writers because AI can generate a whale's story much faster.
"If somebody is out on the boat or on a hiking trail taking a picture, they can upload it and that [story] comes back at you right away," he said.
According to Hello Humpback's website, Newfoundland and Labrador hosts the world's largest population of humpbacks every year and currently lists the story of some whales like Ryan and Michael, both last spotted in Newfoundland waters in 2022.