The B A.I S
Wired Italy
TBWA\Milan
Overview
The B A.I. S is an A.I.-generated campaign about A.I. bias. After testing A.I. for inclusivity, TBWA\Milan and Wired Italy created an impactful awareness campaign to showcase the biases that exist within A.I.
The Challenge
Wired is a tech magazine with a distinctive focus on the relationship between new technologies and culture. Wired wanted to ensure that its voice was heard on A.I., so they tapped TBWA\Milan to create a significant and impactful project.
The Solution
One of the main values of the brand is equality, so we tested multiple A.I.s to check how inclusive they were.
We provided an A.I.-based text-to-image generator with some basic prompts like ‘imagine a manager’, ‘a thug’, ‘two lovers’. However, the generated results were inevitably correlated with stereotypes. Interestingly, all the managers generated by the A.I. were portrayed as males, all the thugs as people of color, and all the lovers as heterosexual couples. The bias encoded in these images became the campaign’s visuals, which were showcased on various media platforms such as OOH and DOOH billboards, Wired’s social media channels, and their magazine.
The Results
