Facebook data shows that in Brazil, at least 85% of ads from the auto parts industry only feature men. In an effort to bring more diversity to their ads, Jeep in Brazil decided to show women and men having fun on an adventure in a new car. with ads showing both men and women seeing a 28-point increase in brand recall. Novo Jeep Renegade - Seu Instinto é Jeep Pinterest has taken another good move with the algorithm that seeks to bring more diversity to its searches.
Google itself has also recognized the power of words germany email list and released an inclusive language tool that tries to understand some gender-focused terms. For example, when you type "police", the engine suggests "police". Although in the previous case, we were talking about social media and more human decisions. When it comes to SERPs, we have other factors like AI and algorithms. Sadly, data and technology can be racist.
This may sound very contradictory since both are considered to be objective and exact sciences. However, we have to remember that data and technology are built by humans who are also susceptible to their own biases, even when they are building AI. As Carolyn Lyden, a writer for Search Engine Journal, said, “Algorithms and machine learning are only as good as the information we feed these models”.