Brandtech Group Launches Initiatives for Ethical Generative AI Use | Martech Edge | Best News on Marketing and Technology
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Brandtech Group Launches Initiatives for Ethical Generative AI Use

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Brandtech Group Launches Initiatives for Ethical Generative AI Use

Brandtech Group Launches Initiatives for Ethical Generative AI Use

MTE

Published on : Sep 24, 2024

The Brandtech Group is setting a new standard in the marketing industry by unveiling a comprehensive suite of initiatives aimed at promoting the ethical use of generative AI (Gen AI). This includes the introduction of a blueprint for creating ethical Gen AI policies and a groundbreaking technology called Bias Breaker, designed to address biases in foundational AI models.

  1. Commitment to Responsible AI Use:

    • Brandtech emphasizes the importance of ethical practices in Gen AI, focusing on three key areas: hiring and training teams, developing technology, and offering services. The company has been delivering scaled Gen AI services since 2018, positioning itself as a leader in ethical AI.
  2. Introduction of Bias Breaker Technology:

    • After over a year of development, the Bias Breaker tool is now live, integrated with Pencil, Brandtech’s leading generative AI marketing platform. Bias Breaker enhances inclusivity in image generation, countering the prevalent biases observed in many foundational models.
  3. Addressing Bias in AI Models:

    • Brandtech's research revealed significant biases in AI-generated images, particularly regarding gender representation in roles like CEOs. The research found that certain models produced images of male CEOs 98-100% of the time, starkly contrasting with actual statistics, which show only 10.4% of Fortune 500 CEOs are female.
  4. Promoting Diversity with Advanced Technology:

    • Bias Breaker enriches user prompts with diversity elements, such as age, race, ability, gender identity, and religion. This innovative approach aims to create more inclusive and representative outputs, moving beyond biases inherent in the training data of many generative models.
  5. Practical Measures and Resources:

    • Brandtech's Ethical Gen AI package includes a free blueprint for developing ethical Gen AI policies, providing valuable insights and guidelines. The company also offers training for client-facing teams to facilitate ethical decision-making in Gen AI applications.
  6. Market Demand for Ethical Practices:

    • With increasing inquiries from CMOs about the ethical implications of Gen AI, Brandtech's initiatives are timely and necessary. The Ethical Gen AI Package, including Bias Breaker, is designed to provide clear answers and establish best practices for responsible AI use in marketing.

Brandtech Group is leading the charge in promoting ethical generative AI practices within the marketing industry. With the introduction of Bias Breaker technology and a commitment to transparency and inclusivity, Brandtech is not just responding to market demands but actively shaping the future of AI in advertising. By getting ahead of potential challenges, the company aims to create a responsible and equitable AI landscape.