Businesses, inclusion and diversity in social communication are still a mirage
Gradient, the first start-up that analyzes with artificial intelligence diversity and inclusion (d & i) in the visual and media communication (advertising, branding, cinema), participated in the Diversity brand summit 2022 with a mapping of the social profiles of the 20 finalist brands – among which Netflix, Amazon, Ikea, Esselunga, Tim Danone – measuring how the different ones are depicted genders, ethnic groups, age groups and body sizes.
The Gradient software observes images and videos present in the digital channels of each brand and uses proprietary algorithms of artificial intelligence and computer vision (the branch of AI capable of reproducing functions of the human visual apparatus) to analyze them with very high precision and without human prejudices.
The result is a photograph of how the brand represents team members, testimonials or protagonists of commercials and posts according to Diversity & inclusion criteria. Although the 20 finalists of the Diversity brand summit 2022 (organized by DIVERSITY and Focus Management) belong to example brands for D&I initiatives, from the approximately 20,000 images of their Instagram channels it emerged that the road towards there is still a long way to go to a fully respectful representation of the issues of diversity and inclusion.
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