Brandtech Group's Initiative for Ethical AI
The Brandtech Group is pioneering efforts to ensure the ethical use of Generative AI (GenAI). They have launched a blueprint for ethical GenAI policies and introduced Bias Breaker, a technology aimed at tackling biases inherent in AI models. This initiative reflects Brandtech’s commitment to responsible GenAI use across their teams, technology, and services.
Why Ethical GenAI Matters
Rebecca Sykes, a partner at Brandtech Group, emphasizes the importance of companies being transparent about their GenAI usage. She states, "As early adopters, we must lead. Companies should clearly state their commitments on GenAI use." This is part of Brandtech’s broader strategy to foster a more ethical AI environment in marketing and advertising sectors.
Understanding Bias Breaker
Bias Breaker was developed to address biases in AI models, such as the disproportionate gender representation found in AI-generated images of CEOs. Brandtech discovered that existing AI models overwhelmingly portrayed CEOs as male, which conflicts with statistics showing that women hold significant leadership roles in companies.
How Bias Breaker Works
Bias Breaker combats bias by incorporating a layer of inclusivity into AI prompts, adjusting for aspects like age, race, and gender identity. Tyra Jones-Hurst highlights the necessity of integrating automated inclusivity features to prevent bias from becoming the norm.
Additional Tools and Training
Brandtech also offers a free blueprint for creating ethical GenAI policies and provides training to ensure client-facing teams can guide ethical decision-making. These resources aim to empower organizations to proactively address AI biases.
Looking Ahead
David Jones, Brandtech’s founder, warns of the pitfalls seen with unchecked social media growth and stresses the opportunity to manage GenAI responsibly from the outset. Brandtech is at the forefront of these efforts, aiming to lead by example in the AI industry.
