Thinkerbell and Inclusively Made have launched an AI platform that removes disability bias and weaves inclusivity into the foundation of extraordinary storytelling.
Inclusivelymade.ai is a tool to help humans prompt more inclusively. It was designed to create behavioural change across the creative and production landscape.
As generative AI becomes a standard tool to assist with advertising and film development, there is risk of homogenisation, and automating exclusion.
Inclusivelymade.ai aims to intervene at the source, helping everyone get inclusion for people with disability right from the outset.
Building upon Inclusively Made’s existing certification framework that sets a standard for inclusivity within creative production, the platform embeds tokenism checks, accessibility standards, inclusive casting and production checklists directly into the creative workflow.
The Inclusivelymade.ai platform will allow creators across advertising, production and film to design out bias from the moment an idea is conceived and creatively elevate the end product. It’s open to everyone including creatives, storytellers, producers and clients.
“AI isn’t going anywhere and it’s being used widely in advertising now – so we’re making sure that when creatives are prompting, they’re not leaving disability out. AI often creates a non-disability world. We’re prompting disability back in,” Inclusively Made chief executive Paul Nunnari said.
Thinkerbell chief executive Margie Reid said: “AI is only as brilliant as the boundaries or builds we give it,”
“By building inclusion into the code, we’re ensuring that the default finally looks like the real world. It’s about making sure the future of storytelling isn’t just smart, it actually represents everyone, including the 20% of Australians who live with a disability”.
Woolworths and its sister department store Big W are Inclusively Made certified businesses with the later picking up an Inclusively Made award alongside Thinkerbell recently.
“Inclusive production isn’t a box to tick, it’s a standard we hold ourselves to, because our customers are diverse and they deserve to see themselves reflected in everything we do,” Woolworths head of group brand activation Dionne White said. “Using AI responsibly with inclusion built in from the start is the next step in that commitment.”
Atomic 212° became Inclusively Made certified this year. Chief executive Rory Heffernan said: “With AI playing an increasing role in the lives of Australians, it’s so important to highlight the importance of inclusion in this environment. A huge thank you to the many publishers who have thrown their support behind this campaign for Inclusively Made!”.
The Inclusivelymade.ai platform was created with the team at Inclusively Made, Thinkerbell and Matt Kuperholz Consultancy, an Australian Artificial Intelligence group.
Australian companies are backing the new platform includes Nine, Bupa, Woolworths, Thinkerbell, Mastercard, Telstra, Atomic212, Entertainment Partners, Big W and KFC.
The launch of the platform is supported by work of Inclusively Made assets across film, OOH, audio and digital.
Atomic 212° worked with media partners across Australia who donated media space including Nine, Seven, Ten, Foxtel, Nova, SCA, oOh!media, QMS and JCDecaux.
Credits
Creative agency: Thinkerbell
Media: Atomic 212 Partner: Inclusively Made Production: Thinkerbell / Made Promptly / Taste Creative / Matt Kuperholz Consultancy
TVC Director: Genevieve Clay-Smith
Grade: Peachy Keen
Post Sound: Mighty Sound
Photography: Taste Creativ
