Don’t build AI with bias

“As an industry, we are standing at a pivotal moment in marketing, where we must choose between simply using AI, or using it responsibly and inclusively.” The words of Claire McHardy, Partner at Creative Equals, and Ishani Rege, Senior Strategist at Creative Equals, underline why now is the time to embrace responsible AI.

In this thought-provoking article, the duo underline the urgency of designing AI tools with inclusion in mind. As they explain: “AI tools don’t just reflect this biased data, they amplify it at a much greater speed and scale than humans can do on their own. When we look at a typical campaign process and all the opportunities for bias to creep in from a human perspective, it’s already a huge problem. Overlay this human bias with layers of AI in any process, and the bias at play is even more vast.”

Yet while AI can feel scary and overwhelming, the duo urges readers to ‘break the bias in AI by being consciously inclusive through inclusive prompting and critical output analysis.’

Creative Equals:

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How inclusion has driven brand recognition for Persil

“We have proved over the last decade that inclusive marketing can make brands more credible and more recognisable.”

The words of Tati Lindenberg, VP of marketing at Unilever for Dirt is Good, underline both the commercial and cultural firepower of the brand’s groundbreaking campaign tackling period stains with Arsenal. 

In a thought-provoking conversation with Debbie Tembo, Partner at Creative Equals, Lindenberg explained the year-long journey the brand embarked on to create the genre-defying work. 

Lindenberg shared that the brand’s research revealed that 6 out of 10 girls fear playing sport because of period leaks. The brand’s campaign not only successfully shifted its product, it has helped shift the stigma which stops girls from reaching their full potential on the sports field.

Unilever X Creative Equals:

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‘When you’re the boss, you can do a lot’

In a challenging economy, it is all too easy to become a passenger in your career and not recognise the power of your own individual agency. The truth remains that even in tough times, we all have the ability to make a positive difference.

As Sir Lenny Henry underlined, leaders have the power to lift others up. He explained: “If you’re the boss, you can open the door and you’ll find all these people are behind it.” 

In a wide-ranging and thought-provoking conversation with Vanessa Kingori OBE, Managing Director, Technology, Media, Telecoms at Google, the comedian, author and broadcaster shared his views on on the power of authenticity, the importance of opening the door for others and how making room at the table is essential to creating work that connects with audiences. 

On top of his numerous acting and performing accolades, Henry’s varied career path included co-founding Comic Relief, which has run for over four decades. He also launched the Lenny Henry Centre for Media Diversity. His nonlinear career is an example of the importance of carving out your own path to success.

“For many years I was the only black person working at the BBC. I was the only black person in the room,” he shared. Being surrounded by people who didn’t look like him built his passion to bring others in and underlined the importance of being open to learn from the experiences of others.

Lenny Henry X Creative Equals:

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