Partnership Seeks to Redefine Diversity and Challenge Stereotypes in AI Models
In an era where AI algorithms are increasingly shaping cultural perceptions, premium spirits brand Absolut Vodka and full-service studio Copy Lab are embarking on a bold mission to challenge the biases that have tainted fashion representation in artificial intelligence. Together, they’re confronting the entrenched stereotypes that have permeated the AI landscape, hoping to usher in a more inclusive and diverse vision of fashion.
The collaborative project between Absolut and Copy Lab leverages the power of AI algorithms across multiple models to create a series of striking fashion images that juxtapose society’s outdated stereotypes. These images will feature in the second edition of Copy Magazine, the world’s first printed AI fashion magazine, as well as on Unsplash, one of the largest royalty-free stock image platforms. By making this content widely accessible, the campaign aims to engage a global audience, contributing to a richer understanding of diversity in fashion while reshaping the narrative surrounding AI bias.
Carl-Axel Wahlström, Founder of Copy Lab and an expert in AI, highlighted the importance of their mission:
Research shows that 90% of AI-generated content is in danger of under representation. Alongside Absolut and Unsplash, we are committed to reshaping the narrative surrounding AI bias in fashion. By leveraging technology responsibly, we can redefine beauty standards and promote an inclusive representation of diversity within the fashion landscape.
Carl-Axel Wahlström, Founder of Copy Lab
The fashion industry has made significant strides in recent years, but deep-seated human biases have permeated the world of AI, leading to content that reflects narrow views of beauty and identity. Absolut and Copy Lab have processed over 10,000 image prompts to highlight a diverse representation of fashion, culture, and identity, generating images that undo the harmful stereotypes ingrained in AI models.
Debasree Dasgupta, Global VP Marketing at Absolut, reinforced the brand’s commitment to inclusivity and social impact:
For over forty years, Absolut has advocated for inclusivity, fluidity, and diverse representation. Our brand ethos is rooted in the concept of mixing—mixing ideas, identities, people, perspectives, and drinks. Given this foundation, we feel a deep responsibility to confront bias in AI head-on. By challenging these biases, we aim to contribute to the creation of a more equitable and inclusive technology that positively impacts individuals and communities on a global scale. We hope that our partnership with Copy Lab will act as a catalyst and encourage people and brands to join the mission, as this is not something we can solve alone.
Debasree Dasgupta, Global VP Marketing at Absolut
Despite their enthusiasm, there are those who may question the compatibility of promoting AI-generated images with Absolut’s long-standing emphasis on natural ingredients and authenticity. The brand, known for its socially conscious campaigns addressing issues like LGBTQ+ representation, sexual consent, and sustainability, acknowledges the need to embrace technology while maintaining its core values.
Dasgupta elaborated:
By challenging these biases, we aim to contribute to the creation of a more equitable and inclusive technology that positively impacts individuals and communities on a global scale.
While this initiative might seem like a departure from Absolut’s traditional ethos, it embodies the brand’s consistent advocacy for diversity and inclusion. Wahlström and Dasgupta understand that AI’s influence on representation is inevitable, but they believe that by actively participating in its evolution, they can mitigate some of its potential pitfalls.
Ultimately, the Absolut and Copy Lab collaboration signals a step towards a more inclusive fashion landscape within the AI realm. By challenging biases head-on and fostering a broader understanding of diversity, the campaign has the potential to reshape the future of fashion representation in technology and encourage others to embrace responsible AI practices. As Dasgupta notes:
We hope that our partnership with Copy Lab will act as a catalyst and encourage people and brands to join the mission, as this is not something we can solve alone.
While the road to unbiased AI in fashion is still long, Absolut and Copy Lab are undoubtedly shaking things up in the best way possible.
