With AI bias still a sticking point for clients, agencies mix human and technical fixes

Since the advent of generative AI roughly two years ago, one concern has persisted among marketers contemplating the advantages of the tech — bias.

Agencies such as DDB, Monks and Huge, as well as generative AI marketing platform Pencil, hope to bolster their clients’ confidence through a mix of human corrections and technical fixes. The latter has this week unveiled a spread of new solutions its executives hope will quell client worries and provide a welded fix, if not a solution, for the issue.

Pencil, owned by marketing services group Brandtech, has added a “Bias Breaker” feature to its AI tool suite, begun offering advisory services to help clients write bespoke AI ethics and legal policies, and incorporated anti-bias units into its training scheme for clients.

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