AI is very good at pointing out cultural and social biases. When Publicis Groupe Israel saw the buzz around AI software, DALLE-2, it decided to take it for a “test drive” for client, BMW. The agency searched “car driver” in many variations. Almost 95% of the results were of male drivers.

So BMW has become the only car brand in Israel (and one of the only car brands in the world) that has chosen a woman representative, actress Ayelet Zurer, as the “face” of its brand.

The print campaign shows that even the most advanced software has a way to go when it comes to women’s representation. 

Credits:

Client: BMW
Chief Executive Officer: Shelly Shamir Keinan
Creative Vice President: Igal Ezra
Creative Director: Anat Itzhaki Abu
Copywriters: Shlomo Kavas, Benel Shkuri
Art Directors: Gal Mamalia, Kobi Nevo
Customer Vice President:: Ran Danino
Client Management: Noa Sivan, Or Fitussi
Vice President Strategic Planning: Hadas Dublin
Strategic Planner: Asaf Nerson
Studio: Lea Avram Vayzer, Zehava Greenberg, Roni Rappaport, Lilian Bar Lev, Dana Schussberger, Yulia Jacques, Jenny Gindos, Nadav Salomon, Dafna Yaron, Mai Oshfiz, Yaron Srafati.
Director of Research & Trends: Mikayla Bogart Mikayla