Diving overview:
- According to details shared with Marketing Dive, Pernod Ricard's Absolut Vodka will be offering full service for an effort aimed at addressing the lack of diverse representation within fashion content generated by artificial intelligence (AI). We partnered with the studio Copy Lab.
- The Absolut Intelligence initiative fed an AI dataset with 10,000 image prompts highlighting a wide range of expressions of fashion, culture, and identity. As part of this effort, a selection of AI-generated images are now available for download on Unsplash, a royalty-free stock image website.
- These images will also be published in the second issue of the AI fashion magazine “Copy Magazine.'' The effort aims to train AI algorithms to produce less biased output and follows moves by other marketers to similarly address the pitfalls of the topical technology.
Dive Insight:
AI, especially the generative kind, continues to fascinate adland in 2024, becoming the focus of both the latest revenue discussions and creative marketing swings. But the much-talked-about technology has equally drawn attention for its serious shortcomings, including its habit of creating factual inaccuracies and amplifying racial and gender stereotypes, leading some marketers to A warning message will be issued.
Absolut's latest initiative is tackling AI bias in the fashion sector, where a lack of representation can be particularly detrimental. For Absolute Intelligence, Pernod Ricard Brand and CopyLab input his 10,000 image prompts into an AI dataset, creating 25 unique and comprehensive images that highlight diverse expressions of fashion and culture. did. The goal is that by increasing the amount of representative content processed, generative AI algorithms will be trained to understand and correctly interpret fashion diversity.
The generated images will be available for free on stock image site Unsplash and will also be featured in the second edition of Copy Magazine, billed as the world's first print AI fashion magazine. Devasree Dasgupta, Absolut's global vice president of marketing, said the microsite also serves to illustrate the initiative, which builds on the brand's more than 40-year commitment to championing inclusivity, fluidity, and diverse expression. The aim is to expand.
“Our brand ethos is rooted in the concept of mixing, mixing ideas, identities, people, perspectives, and drinks.Given this foundation, we are deeply committed to confronting AI bias head-on. I feel responsible,” Dasgupta said in the release details. “By challenging these biases, we aim to contribute to the creation of more just and inclusive technologies that positively impact individuals and communities globally.”
Other companies have taken similar positions on AI, including Dove, which pledged not to use AI to represent women in its advertising and communications as part of its campaign The Code. This also includes companies. Users of generative AI create more representative images. In April, IBM launched a “Trust What You Create” campaign that lays out the various ways generative AI can fail.
In addition to its latest initiatives, Absolut is also focusing on diversity, launching Absolut Ally last June, a global platform aimed at better educating consumers and business owners about LGBTQ+ allyship. did. The brand also strives to connect with cultural touchpoints, recently returning to the Metaverse with the return of its Decentraland activation to coincide with the Coachella music festival.
