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This Way Up
February 16, 2024

Hi Friend!

We are sure that you, like us, use ChatGPT a lot for inspiration.  However, we noticed a major draw-back when asking Chat for help drafting a job description and advert for our new Head of Creative position.  

We wanted the ad to be fun and engaging, and what came back was really good, but there was something slightly off with it.  Being completely open, we didn’t put our finger on it immediately, but once we realised, it was so obvious we are slightly worried that we hadn’t spotted it sooner.  The copy included a host of references to popular business leaders and historically noteworthy individuals.  All were male, and only one wasn’t white, and that was Kanye, so…..  Here is the list if you’re interested:

  • Leonardo da Vinci 

  • Yoda

  • Kanye West

  • Picasso

  • Hemingway

  • Steve Jobs (actually he is not white, but arguably he is mis-represented as white)

  • Elon Musk

  • Scott Galloway

Even the fictional reference is male… we think.

So is Chat biased? Given the fact that it has apparently been trained on everything that has ever been written, it probably shouldn’t be a surprise if it is. We are certain this isn’t the first time this has been raised, in fact AI bias has been a concern for many years.  However, given the rapidly growing use of Chat, it is definitely worth checking its bias, especially when creating content like job descriptions and adverts.

We did have several runs at asking Chat to be more conscious of its bias, but the results were completely skewed to be what we can only describe as “overly sensitive”.  In the end we had the idea to ask some women for their input, we know crazy idea right!

Anyway, we are sharing to remind anyone relying on Chat to make their live’s more efficient, to check your A.I.’s bias.  We are also curious has anyone come up with any effective prompts to get Chat to be more balanced in its responses? If you have please share, we are really keen to find something that works.

To have a look at our initial attempt and the mis-steps we went through click here. And of course, here is a link to the Head of Creative role we published (over 190 applications at the time of writing!): https://www.linkedin.com/jobs/view/3828967150/

Cheers!
Ali and Zamir