Navigating Equity and Inclusion In the AI Era
Addressing ethics in using AI tools must be a top priority
ORIGINALLY PUBLISHED IN ADWEEK
By: Karen Baker
While AI is our latest fascination, upholding and prioritizing equity and inclusion in marketing and advertising is crucial. At Cannes Lions 2024, AI ignited essential and overdue discussions about the future of ad agencies and the creative industry. These conversations must highlight the ongoing need to promote diversity as we grow.
As we plan our short- and long-term goals, it is vital to implement equitable and inclusive AI strategies proactively. As marketing and ad agencies evolve with AI, equity and inclusion must remain central. This approach is essential to adapting to the rapid advancements in AI technology and market growth.
Strategic preparation and inclusive integration
While many were initially pessimistic about AI (some still are), companies must now recognize the need to prepare for its growth. If preparation meets opportunity, let’s get ready. As agencies assess their role and responsibility in this opportunity, addressing ethics in using AI tools must be at the top.
Here are three points to think about as you prepare to integrate.
Set aside the pessimism. Create a strategic plan to integrate AI into your organization to deliver services more effectively through an inclusion lens. Sitting back and not beginning to plan for the integration can be deadly to the organization and your team. Not only is this integration part of the vision, but it will also be part of the future of business for marketing and advertising.
Be forward-thinking. A 2023 McKinsey & Company article called for organizations to have “a mix of DEI experts, business leaders, and change champions who are passionate about improving diversity, equity, and inclusion in their workplaces.” Diversify your strategy team to include DEI experts and thought leaders who understand how AI can enhance company culture to drive further innovation and robust performance. This is the time to be bold. Including DEI experts in your strategy planning creates a goal everyone can benefit from in your workplace.
Keep your finger on the pulse. Remaining aggressive in addressing the problems and obstacles related to equity and inclusion offers better creative decision-making in developing public campaigns. Under the current social landscape, it is a priority to take note of what is happening with your client’s audience and be ahead of the noise.
Lessons from past technological missteps
In this political and social economic climate, we cannot afford to forget the same historical errors seen and done by other technological innovations—social media, Web 2.0, and Metaverse over the last decade.
Designing a strategic plan that includes AI requires a commitment to continuous employee learning and adaptation. Ethical DEI initiatives can foster innovation and a culture of collaboration as agencies provide equal learning opportunities.
Here are three points to think about as you map out your strategy.
Identify areas within your company culture where employees can achieve professional growth. Getting directly from your employees their strengths and areas for growth early in the hiring process benefits the company, not just the employee. It prevents dollars and hours from being spent on employees being placed in a workplace where they never felt they belonged and could excel. In the assessment, you must address unconscious bias to ensure accessibility and belonging are at the center.
Invest in training your teams to understand and ethically leverage AI tools. Once you truly understand an employee’s strengths and how they will embrace AI, agencies can begin to be ahead of the curve and stay there.
Foster an ethical culture of innovation. Encourage employees to experiment with AI applications and share their findings. Just like the introduction of computers and the internet, humans love experiential opportunities. So when ChatGPT becomes the fastest-growing user application in history, we know more will come. However, several communities still need access to AI education.
Building AI creative-ready workforce
DEI is not just the absence of cultural representation; it’s the absence of equitable access.
According to Forbes, the boom of the creative economy isn’t offering most countries financial gain. Yet, US-disadvantaged businesses, such as micro and small agencies, are accessing more AI tools for content creation and ad campaigns than ever. Brands, marketers, and advertisers must value the creative impact in the evolving AI space because every room isn’t created inclusive.
Here’s what to keep in mind when fostering inclusivity in AI:
A concerted effort to create a more equitable industry environment is necessary—a principle and practice of Design Justice.
Being mindful of limiting access to prestigious events like Cannes must be considered.
Focus on the significant impacts of knowledge creation, production, and transfer.
Be conscious of who benefits now from building an AI creative-ready workforce and be part of changing this outcome.
As we navigate the AI-driven transformation of agencies and the industry, we must balance technological advancements with ethical considerations and inclusive practices. We can cultivate a more innovative but fair environment by fostering equity and inclusion and ensuring equitable access to AI tools and opportunities.
Let’s harness the full potential of AI while safeguarding the human essence of creativity, ensuring a vibrant and equitable future for the creative industry.
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