Monica Tailor, a judge of the WARC Media Awards–Effective Use of Tech category, poses three questions that CMOs should ask before their bran
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@monicatailor
Monica Tailor, a judge of the WARC Media Awards–Effective Use of Tech category, poses three questions that CMOs should ask before their bran
The cookie’s days are numbered. While consumers rejoice, media agencies have a headache. Or do they? Is this actually the opportunity to do
https://www.campaignlive.co.uk/article/throw-ideas-wall-works/1793280
When it comes to brand innovation, experts say it’s time to take risks and think differently
Is Artificial Intelligence Bias?
This is an article I had drafted a while ago but IBM’s recent announcement to abandon their facial recognition product reminded me to post this.
Diversity or lack of, is well reported and debated in the technology field, with women making up only 11% of the developer workforce globally[1] there’s no doubt that as an industry we have a problem. When we cast the net wider to ethnicity too the picture is mixed, generally the industry is better at attracting White and Asian but poor for African and Hispanic ethnicities[2] but the picture is complicated and varied across the world.
There’s plenty of evidence that shows that a diverse workforce create more profitable and successful businesses[3]. So a lack of diversity is bad for business but more importantly and worse it’s bad for society. As more and more applications are making decisions for us and about us they are increasingly affecting critical areas of our society from banking and policing to defense and policy making.
Although no one is intentionally writing bias into code it is being increasingly apparent that ‘algorythmic bias’[4] is coming from a workforce that is predominantly white and male.
The examples of bias are numerous and well documented. MIT looked at Amazon’s Rekognition technology which mistook women for men 19 percent of the time and mistook darker-skinned women for men 31 percent of the time[5]. Similar results are found across facial recognition technology from IBM, Microsoft and others.
Software developers largely blame biased training data which is probably true but more concerningly these technologies are being released into the world without their developers realizing there is even a problem, would that happen if the development team contained more women or more ethnic minorities? Wouldn’t these issues have been spotted before we start to see them being used ‘in the wild’. These issues may not seem too serious, it’s not like they are mainstream yet but even with these known error rates the Greater London Police are about to deploy facial recognition technology on the streets of London as a matter of course[6].
The move towards AI and Machine Learning is the foundation upon which much of a our digital and technology future is being built. It promises an unbiased and fair future however it has to learn and it’s learning from us, bias humans. At best this is unconscious but in some instances we see this come through as open discrimination such as the Microsoft’s Tay Chatbot, triumphantly released on Twitter in 2016 it allowed Tweeters to engage and ‘chat’ but within 24 hours people had turned Tay racist and sexist[7].
But it’s not all bad news. The fintech sector has long been aware of bias and with AI and ML driving this sector forward they are especially aware of the bias that can amplified within their systems[8]. AI’s are increasingly being deployed to assess credit worthiness, assess access to loans and fraud detection. AI has the potential to offer unbiased assessment in an area that has traditionally been unfair in its treatment of applicants[9]. The sector is so aware of their responsibilities in fact that they take a transparent and refreshingly open approach in their communications, for example Barclays publish their stance on AI bias openly[10].
Fintech offers us a model that other sectors should take note of. Taking an active and transparent stance will help us navigate the road ahead together. Being conscious about the issues we face is the first thing we can do. Actively recruiting diverse team to work on new innovation is vital, bring more people in to widen our horizons. And if you want to become an agent of change then take a look at the Algorithmic Justice League[11].
[1] https://www.pearsonfrank.com/blog/female-developers-workforce/
[2] https://www.techrepublic.com/article/5-eye-opening-statistics-about-minorities-in-tech/
[3] https://www.forbes.com/sites/annapowers/2018/06/27/a-study-finds-that-diverse-companies-produce-19-more-revenue/#4b1e2cda506f
[4] https://www.theguardian.com/technology/2019/jun/29/ruha-benjamin-we-cant-wait-silicon-valley-become-more-diverse-prejudice-algorithms-data-new-jim-code
[5] https://www.theverge.com/2019/1/25/18197137/amazon-rekognition-facial-recognition-bias-race-gender
[6] https://www.met.police.uk/live-facial-recognition-trial/
[7] https://www.theverge.com/2016/3/24/11297050/tay-microsoft-chatbot-racist
[8] https://www.bankingdive.com/news/artificial-intelligence-lending-bias-model-regulation-liability/561085/
[9] https://www.zillow.com/research/black-white-mortgage-denials-19616/
[10] https://home.barclays/content/dam/home-barclays/documents/citizenship/our-reporting-and-policy-positions/policy-positions/20190614-CDEI-CP-Bias-in-Algorithmic-Decision-making-Barclays-Response-FINAL.pdf
[11] https://www.ajlunited.org/take-action#REQUEST
Super proud to be the McCann UK star player this years Campaign School Report
Find out about the hard-working forces behind each agency's success.
Parents + Snapchat = No go?
As you'd expect I spend quite a lot of time online. Working, playing, making. But I've recently become fascinated about how technology, specifically social media, adoption is so different between generations. We could get all jargony here and talk about millennials and gen z and those of us working in advertising are slightly obsessed with the analysis. Personally I think we're a little too obsessed with trying to work them out but that's a different post.
My story begins a few weeks ago when my daughter asked if she could get an Instagram account. Why not I thought, it'll be fun. She wants to be a photographer when she's older. So we set it up and off we went.
So far so good.
About a week later she asked if she could join Snapchat. I'm was a bit more reticent about this one. I wouldn’t be able to see what she was posting anymore but as all her friends were already using it I thought why not, as long as I'm allowed to take a look (with permission) and she adds me as her Snapchat friend.
We have some simple rules:
Only accept requests from people you know.
If you see something you don't like let a parent know so they can do something about it
Not too many public selfies (they are kids after all)
What I've learnt:
She and her friends use the space to chat much more than post stuff. It's a space to engage not broadcast.
It's where they are learning their social skills
It is easy for people to be mean online but having a trusted grownup they can go to help them through this is important
Kids are pretty good at understanding the far reaching effects of the Internet if they're taught practical steps to protect themselves
The part that's worried me the most is that they think (and they’re probably right) that their parents have no idea about Instagram or Snapchat. But that means no one is really helping them to navigate the space. School briefings about Internet safety have an over riding message to stay away from the internet because it's bad so they’re getting the guidance on what to do and how to do it from their peergroup in the main.
But if we’re going to equip them to deal with this new social norm we need to embrace it. We don't have to like it, love it or use it. Just understand it enough to know what's going on. Saying you don't get it really isn't good enough.
You don't have to be great at Instagram or Snapchat but be open to finding out about them.
Get better at protecting yourself and your own data. Understand the privacy settings which you (and your children can use) to help them stay safe.
But most of all don't be scared, try it. You never know, you might enjoy it.
Barnsley Marketing Network : Social Media
I'll be speaking at this upcoming event in Barnsley so if you want to listen to me waffle on for a bit why not come along and say hello!
Marketing Network: Social Media
Wednesday 26th February 12-2pm
Barnsley Digital Media Centre
Book on line here http://us2.campaign-archive1.com/?u=7620c92e0e7f3bafd5e610dd2&id=4ef3015d3b
Coca Cola Share a Bottle Campaign
It's been a while since a campaign has caught my eye but I like the Coca Cola Share campaign - despite seeing some negative comments about it.
It works on a number of levels:
They've integrated the names into their branding, they haven't compromised. The Coca Cola brand is iconic.
C'mon who wouldn't want to see their name on a bottle of Coke, makes you a little bit famous!
Seeing a bottle with the name of your husband/boyfriend/son/daughter/bestie is going to make you buy a bottle ... or two. It worked on me.
There's a good diverse range of names, Coca Cola have taken the 250 most popular names but I've see some bottles which don't feature on the list. It's a clever way to get people to share, especially when they can't believe they've found their name.
It's been a great social media campaign, there's been plenty of social photo sharing, who isn't tempted to show of a bottle of coke with your name on it. After all we all want to be a little bit famous!
The campaign first broke in Australia and was created by Ogilvy & Mather. It has been credited with a 4% uplift in sales.
There's more information about it on the Coca Cola website http://www.coca-cola.co.uk/share-a-coke/share-a-coke.html
Stunning view from Monsal Head. The viaduct is part of the Monsal Trail. (at Monsal Head Viewpoint)
Love the batman theming.
This time a post not by me but about me (and Social Media Surgeries).
I blogged about Go Compares latest billboard campaign which looks like their billboards have been vandalised. Have you seen one?
Meeting the Prime Minister at the Big Society Awards Reception at 10 Downing Street last week for Social Media Surgeries.
Left to right, John Popham, David Cameron, Me, Nick Booth