This is the latest initiative in long-term efforts company date to reflect diversity and seek equality in your advertising and marketing campaigns
Credit: Delta Air Lines/Disclosure
Through a commitment to IBM, Delta is leveraging technology to identify unconscious biases in its advertising, the latest in the company's longstanding efforts to reflect diversity and pursue equality in advertising and marketing campaigns.
IBM's Advertising Equity Pledge promotes the harnessing of artificial intelligence to highlight biased instances in advertising algorithms, helping teams assess whether content may reflect unintentional bias towards any specific group. As one of the first major corporations to sign the pledge, Delta also hopes to drive participation and better understand the impact of bias on marketing campaigns.
“We've long been focused on inclusive representation in our advertising, and this initiative provides powerful new tools to avoid unconscious biases,” said Delta's Emmakate Young. "This is the next step in our broader effort to drive equity and champion diversity in all aspects of our business."
While often unintentional, such bias can affect digital marketing and advertising content when human assumptions and judgments are encoded by the technology used to buy and deliver ads. And this can result in campaigns that unfairly target or exclude certain groups.
In 2021, IBM launched a research initiative to study bias in ad technology, which initial discoveries confirmed. The research also demonstrated the effectiveness of artificial intelligence tools and capabilities to reduce the issue in marketing technology.
Delta's participation in the initiative is the latest example of its commitment to actively pursue diversity and equality, as well as consciously promoting inclusion in all aspects of their business
