Obvious is a collective of artists, researchers, and friends, based in Paris. Their work is centered around the use of artificial intelligence to create art. Their approach questions the notion of creativity expressed by a machine and aims to educate on the possibilities brought by this new range of technology, and its societal implications. Their first collection, ‘La Famille Belamy’, depicts a family of aristocrats, and has been created from the assimilation and analysis of a wide range of artworks made by humans. This collection offers an insight into the artistic capabilities of an artificial intelligence. The name ‘Belamy’ is a wink to Ian Goodfellow, the researcher that actively participated in the discovery of the algorithmic models known as GANs, that were used to create these artworks.