The Brandtech Group has rolled out a series of initiatives to support the ethical use of and tackle bias in generative AI.
Bias Breaker is a proprietary tool that adds a layer of “probability-backed inclusivity” to gen-AI prompts.
When a user enters a simple prompt, the tool adds a number of types of inclusivity — such as age, race and gender — that then creates a more sophisticated prompt for image-generation models.
According to Brandtech, this will lead to images that, instead of reflecting bias in the training data, add “positive bias” to a range of diversity and intersectionality missing in current models.
Research undertaken by the company involving major AI foundation models found significant bias currently. When prompted for a “CEO”, two models showed 100% male-led images in 100 generations, while another showed 98% male.
Bias Breaker has been in development for more than a year and is integrated with Brandtech’s gen-AI marketing platform Pencil, which has created more than 1m ads for over 5,000 brands since its launch in 2008.
Meanwhile, Brandtech has released a blueprint to help companies establish their own ethical AI policy.
It incorporates Brandtech’s own learnings in the discipline and is free to access.
Furthermore, Brandtech client-facing teams have been given training on how to support clients on ethical decision-making processes for gen AI. Brandtech’s strategic arm, Brandtech Consulting, and InKroud, part of in-housing specialist Oliver, can offer six-week “gen AI ethical sprints” to clients.
The developments are part of Brandtech’s commitment to deliver AI responsibly across three areas: the talent it hires, promotes and trains; the technology it builds; and the services it provides.
Tyra Jones-Hurst, US managing partner of Oliver and founder of InKroud, said: “The answer to this problem of bias in gen AI is far from set in stone, but one thing’s for certain — brands and advertisers cannot simply accept bias as the status quo.
“One way to address it is to prioritise inclusion through creating automated features where they don’t already exist and integrate them to build on top of foundation model use. This is what we have done with Bias Breaker.”
Rebecca Sykes, Brandtech partner and head of emerging technology, added: “We believe all companies that use gen AI should commit to what they will and won’t use it for, and be transparent about this.
“We are committed to being an active participant in shaping a more responsible and ethical future of AI in marketing and advertising.”
