Wired Italia - "The B A.I. S"

TBWA\ITALIA

TBWA\ITALIA Milan, Italy

154

Title	The B A.I. S
Brief	We gave an A.I. text-to-image generator some simple prompts, such as /imagine a manager, a thug, two lovers. The results? It would inevitably perpetuate stereotypes. All the managers it imagined were male, all the thugs were people of colour, all the lovers were heterosexual. Many many other examples confirmed these biases.We let these powerful and appalling images speak for themselves. Unaltered, they become the visuals of our campaign, a clear and impactful way to visualize the issue at hand, and to generate conversation about it.Each visual came with a provoking headline, questioning if the problem resides in artificial intelligence, or human ignorance.
Agency	TBWA\ITALIA
Campaign	A.I. Bias
Advertiser	Wired Italia
Brand	Wired Italia
Date of First Broadcast/Publication	2023 / 1
Business Sector	Media, Publishing & Production
Story	Wired is a tech magazine with a focus on the impact of technology on culture and society. The purpose of the project was to raise awareness on the issue of bias in A.I., by making A.I. generated images full of prejudices speak for themselves.
Problem	act24
Media Type	Digital
Chief Creative Officer	Mirco Pagano
Creative Director	Frank Guarini
Creative Director	Vittoria Apicella
Copywriter	Alessandro Monti
Art Director	Luca Attanasio
Social Media Supervisor	Elisa Magnani
Motion Graphic Designer	Gabriele Calvi