MullenLowe MENA FZ LLC

Client: Aurora50
Product: DEI Impact Agency
Title: Fixing the bAIs
Media: Launch Video / Website / Social / PR / Digital
Country: United Arab Emirates
Date Of Campaign: 08/03/2023

Background: For decades, women struggled to make workplace gender discrimination illegal. But Artificial Intelligence 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.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 realm.

Idea: Fixing the bAIs. We used AI to fix AI itself.Using image-generating tools like 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, which uploaded them to stock image banks, social media, and the datasets used to train AI. With those images, we started teaching AI that all professionals can be women, too. The online video presenting the project caught the attention of leading figures in the AI industry, sparking a global discussion. We launched the campaign on International Women's Day.

Results: Fixing the bAIs didn't just address the problem, but created a long and lasting solution. The campaign contributed to passing of first regulation on Artificial Intelligence, the EU's AI Act, which deems bias in datasets unacceptable, adopted by 52 countries at the EU parliament. Fixing the bAIs is being used as a benchmark to fix gender bias in AI at world summits and councils, such as the Council of Europe and CAI.- Acknowledged by AI scientists at Ceimia and Mila (largest concentration of deep learning academic researchers globally), the project has inspired white papers affirming its significance.- Its impact extends to educational institutions worldwide, showcased at schools and universities. - 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. - Nine datasets, including Liaon 5B (the world's biggest openly accessible image-text dataset) have undergone training.- We also set a World Record for the most pledges received for a gender equality in the workplace campaign in 24hours.- Campaign reached 4.4 billion people and earned $4.5 million in media, campaign has gained substantial impact and recognition.