Dear AI
Middle Eastern University challenging gender representation stereotypes with Artificial Intelligence
Client: KAUST Agency: VMLY&R Dubai Year: 2023
While the advancement of artificial intelligence promises progress, it often perpetuates social stereotypes by drawing from our search queries and language patterns. KAUST (King Abdullah
University of Science and Technology) aimed to highlight this issue.
Our initiative started with a revealing field experiment on Midjourney -a widely used AI engine-, showing that prompts like 'boss', 'entrepreneur' or 'founder' only displayed male figures. As the campaign's second phase, we organized a hackathon using AI to combat gender inequality.
Credits
- Creative lead: Miguel Bemfica (CCO), Rafael Merino (Head of Art), Fernando Miranda (ECD)
- Creative team: Hugo Agostinho, Marina Guadix, Alex Abi-Hanna, Ziad Kurdi