The One Show
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Category
Use of Technology
Annual ID
OS24_CU024M
About the Work
Despite significant progress women have made to make workplace gender discrimination illegal, the world still faces gender inequality, especially in the workplace. With AI on the rise, a hidden issue emerges: women are overlooked in a future shaped by AI, as Generative AI is not ruled by law. It tends to reproduce human biases, particularly against women. AI, powered by biased datasets, can perpetuate gender stereotypes and inequalities, affecting women's representation and opportunities, and regressing years of progress for women in the workplace.
Data from MIT and UNESCO state that AI image-generating tools think 97% of professionals are men.
Our client, Aurora50, a leading Diversity, Equity, and Inclusion (DEI) Impact Agency in GCC, that promotes inclusive workplaces and diverse leadership, aimed to combat this bias, not just in real-world workplaces but also in the virtual world.
Fixing the bAIs. We used AI to fix AI itself.
We turned the tables on AI using its own tools—Midjourney, DALL-E2, and Stable Diffusion. We created a huge databank of inclusive and diverse images of women in various professions. We removed gender from their metadata (file names, tags, and descriptions) and added this powerful database to fixingthebias.com, Our website, fixingthebias.com, became the hub, disseminating these game-changing images to stock image banks, social media, and the open datasets used to train AI. Crafting over 80,000 inclusive and diverse images of women, we injected diversity directly into AI's veins and started teaching AI that all professionals can be women, too.
The campaign had a targeted approach, engaging influential figures in AI industry, policymakers, and societal representatives. Witnessing firsthand how AI image-generating tools failed to represent women in diverse professions ignited a crucial conversation. This pivotal insight fueled the campaign's transformative impact, catalyzing a global movement against gender bias in AI.
Beyond pixels, we educated youth through inclusive AI workshops and hosted summits on diversity. We didn't just address a problem but created a lifelong solution. With a global army of supporters, we birthed a perpetual community, a lifelong generator of images on our discord channel, dismantling AI bias, one prompt at a time.
Data from MIT and UNESCO state that AI image-generating tools think 97% of professionals are men.
Our client, Aurora50, a leading Diversity, Equity, and Inclusion (DEI) Impact Agency in GCC, that promotes inclusive workplaces and diverse leadership, aimed to combat this bias, not just in real-world workplaces but also in the virtual world.
Fixing the bAIs. We used AI to fix AI itself.
We turned the tables on AI using its own tools—Midjourney, DALL-E2, and Stable Diffusion. We created a huge databank of inclusive and diverse images of women in various professions. We removed gender from their metadata (file names, tags, and descriptions) and added this powerful database to fixingthebias.com, Our website, fixingthebias.com, became the hub, disseminating these game-changing images to stock image banks, social media, and the open datasets used to train AI. Crafting over 80,000 inclusive and diverse images of women, we injected diversity directly into AI's veins and started teaching AI that all professionals can be women, too.
The campaign had a targeted approach, engaging influential figures in AI industry, policymakers, and societal representatives. Witnessing firsthand how AI image-generating tools failed to represent women in diverse professions ignited a crucial conversation. This pivotal insight fueled the campaign's transformative impact, catalyzing a global movement against gender bias in AI.
Beyond pixels, we educated youth through inclusive AI workshops and hosted summits on diversity. We didn't just address a problem but created a lifelong solution. With a global army of supporters, we birthed a perpetual community, a lifelong generator of images on our discord channel, dismantling AI bias, one prompt at a time.
2024 Awards
Total Points: 3
Merit
Credits
Agency
MullenLowe MENA FZ LLC / Dubai
PR / Marketing Agency
Current Global MENAT / Dubai
Production Company
Bluamoeba DMCC / Dubai
Associate Creative Director
Dan Zecchinelli
Chief Creative Officer
Paul Banham
Designer
Manahil Azeem
Motion Designer
Zahid Gill
CMO & Marketing Director
Diana Wilde
Creative Director & Head of Art
Prerna Mehra
Senior Copywriter
Belén Arregui
3D & AI Artist
Daniyal Lotia
Account Director
Aleks Pawlik
Chief Executive Officer
Mounir Harfouche
Co-Founder & Director
Dennis Lopez
Managing Director
Matthew Butterworth
Peter Jacob
Marketing manager
Fardeen Veljee
Senior Manager
Jude Lahham
Senior VFX & Motion Graphic Artist
Pravesh Kumar Pandey
Web Developer
Muhammad Siddique
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