Your Brand’s Responsibility to Representation in the Age of Generative AI

Share:

In the dynamic world of AI and digital marketing, the convergence of technology and creativity has ushered in unprecedented possibilities along with new challenges. As brands navigate this ever-evolving landscape, let’s explore our shared responsibility to foster inclusion in creative amidst the rise of Artificial Intelligence (AI). 

We know that AI offers countless advantages, from more efficiently iterating on your marketing creative team’s big ideas to pushing the boundaries of brainstorming design possibilities. It can quickly show you many ways a design can be done or promptly let you know the direction you don’t want to go. Plus, it has a lot of potential for making variations of ads much faster than people can and takes some grunt work off the table for human designers.

But as tempting as it is to lean into the convenience of generative AI, it’s critical to navigate these waters carefully and thoughtfully in your next marketing campaign. The key is to ensure that automation is complementing, not replacing, the vital, diverse input of human beings.

When left unchecked, AI designs can sometimes be creepy, soulless, and outright harmful. The decisions we make today on how we will and won’t use this tech and the standards we set in the industry will impact the future of digital advertising collectively.

The Digital Evolution

AI is playing a pivotal role in transforming the advertising industry as a whole. From predictive analytics to personalized recommendations, AI empowers marketers and brands to craft more targeted and impactful campaigns. However, the integration of AI also brings forth challenges when it comes to generating computer-designed creatives and determining whether we are incorporating these new creations responsibly – or not.

As marketers and creatives, we are central to shaping the portrayal of diverse identities and cultures in paid media. While AI can assist in the creative process, it is essential to acknowledge its limitations and actively pursue opportunities to strengthen representation through actual human perspective.

Vigilance in AI Implementation

Remaining vigilant about AI’s shortcomings is the first step in ethical implementation. Recognizing that AI may inadvertently perpetuate cultural stereotypes or inaccurately represent specific identities prompts us to approach AI-generated content with a critical eye. By acknowledging its limitations, we can mitigate the risk of unintentional misrepresentation and ensure we keep the conversation centered on real people and their lived experiences.

One notable example of a poor use of AI was Levi’s decision to “diversify” its advertising with AI-generated models, which gave the appearance of depicting diverse backgrounds without actually hiring real models of different ethnicities.

More recently, this AI-generated artwork came under scrutiny for being a bit bizarre and inaccurate. A parody page called @hanukkahfails on Instagram collects (usually non-AI) examples of misrepresentations and cultural misunderstandings surrounding Jewish holidays. 

They shared this example highlighting how AI can perpetuate misconceptions when it creates designs similar to, but not quite the same as, cultural symbols and artifacts. This image shows a candelabra with far more than the nine branches of a Hanukkah menorah, a framed mashup of a star and zodiac sextile symbol, and earrings that more closely resemble the Hindu Star of Lakshmi than the Jewish Star of David. 

Even if a brand’s intent is to showcase more diverse themes or identities quickly, a lot is lost when these images are contrived and not actual representations of the cultures and backgrounds depicted.

The Holistic Approach to DEI

Having seen how things can go very wrong, the ease of AI-generated diversity clearly should not replace the human touch in fostering inclusivity. While AI can provide a broad spectrum of options, it lacks the depth of understanding that human experiences bring to the table. Instead, a holistic approach that involves human insights and decision-making is crucial.

Moving Forward: A Call to Action

In the rapidly advancing world of AI in design, our responsibility is clear. It’s not enough to rely solely on algorithms; we must actively champion authentic representation. Here are some actionable steps for the industry moving forward:

1. Human Oversight and Collaboration

Ensure that AI-generated content undergoes thorough human oversight. Collaborate with your teams to review and refine outputs, researching and leveraging the collective understanding of different cultural contexts.

2. Continuous Learning and Adaptation

Stay informed about the latest developments in AI and its implications for representation. Embrace a culture of continuous learning, adapting strategies to address emerging challenges and opportunities. Take note of AI innovations that are being used to make positive changes in DEI efforts, and see how you can use automation to reduce human bias rather than reinforce it.

For example, AI-based HR tools like Diversio and Textio aim to help companies track DEI performance and identify unconscious bias in text communications.

3. Amplify Diverse Voices

Actively seek out and amplify diverse voices in your creative processes. Incorporate genuine human experiences to contribute depth and authenticity to the content you produce. 

Conclusion

At Adlucent, our creative team is incredibly lucky to work with some clients for whom true representation is a cornerstone of their ethos. As for us, we are dedicated to implementing AI into our design process thoughtfully and through a lens of critical thinking to strike the perfect balance of human + machine. We look forward to seeing how this technology can support us in our work without handing the keys – or our moral compass – over to the robots. 

To wrap things up, while AI brings innovation and efficiency to the creative process, our responsibility to inclusion and representation remains paramount. As we navigate the uncharted territories of AI in design together, let’s approach it with a discerning eye, acknowledging its limitations and actively working toward a future where technology and humanity collaborate seamlessly to create more inclusive representation in our digital narratives.

Abby Kaplan

Abby is Head of Creative at Adlucent. An innovative thinker, she is a performance-driven creative with over 12 years of experience in marketing and about five years of experience leading creative content and design at Adlucent. She is excited about big ideas, wordplay, and kerning alike, and she is inspired by the diverse set of clients that make up the creative team roster. She believes in the power of storytelling and the value of collaboration.