In a world that increasingly relies on AI, it's essential to have tools that function as we intend and expect. However, these systems are far from perfect.
Working with Initiative Canada, Black & Abroad, the world’s foremost travel & lifestyle brand catering to the modern Black traveler, has partnered with Shutterstock to launch the latest evolution of their “See You There” campaign, aimed at addressing instances of racial bias in generative AI by creating a more diverse dataset of Black travel photography.
In March 2024, Initiative Canada partnered with McCann Canada and Black & Abroad on a campaign to re-engage with past guests to drive new bookings. The campaign used gen AI to imagine past guests at the brand’s upcoming travel destinations. However, during the campaign development a shocking and ugly truth was revealed as outputs from the generative platforms lightened guests’ skin, straightened their hair, and generated them into scenes of poverty, suggesting that these models have been trained on incomplete and biased photographic data.
Recognizing that gen AI’s biased outputs are linked to the lack of representation in travel photography, Initiative set out to bring the Black traveler to the forefront, brokering a deal between Black & Abroad and Shutterstock, leading global platform for creative resources. The partnership, which aligns with Shutterstock’s existing commitment to represent a globally diverse world, calls on their network of 2.1 million contributors to create new photography and videography depicting Black travelers in diverse destinations – informed by insights from Black & Abroad’s work with gen AI. Because of long-standing systems of exclusion and marginalization, fewer photos exist of Black travellers in iconic places and major tourism landmarks, resulting in less data for the generative models to be trained on.
Black & Abroad joins Shutterstock as the first aggregator account of its kind, collecting and curating all content created under this partnership, and making it broadly available for licensing. Together the brands have launched a $15,000 USD fund to support content creators around the world and capture a more diverse collection of travel imagery.
“We believe that our work can not only ‘be good’ but ‘do good,’” says Helen Galanis, CEO, Initiative. “Our work with Black & Abroad and Shutterstock is a shining example of that commitment; by combatting this systemic bias in gen AI and travel photography, we are adding real value to our client and the industry. Of course, we always want to improve and create a better media company, but through partnerships like this, we have the potential to create a better industry, and maybe even a better world.”
About Initiative
Initiative unlocks business growth for the world’s most ambitious brands. We believe in the power of media to reshape our industry and orchestrate a brand’s entire consumer experience, by balancing both what unites people and what makes them different. When brands unite people in culture, they build Fame, and when brands connect individuals to their unique journeys, they build customer Flow.
Media responsibility is at the forefront of everything we do, whether it’s creating media plans that reflect the diversity of our communities, promote brand safety, and foster sustainability. Our agency celebrates diversity in an inclusive environment where all of our 9,000+ strong talent across 90+ markets feel seen, heard, and valued. Our vision is to create not only a better media company, but also a better media industry, and maybe even a better world.
COMvergence ranked Initiative #1 in new business globally in 2022. Initiative was Festival of Media Network Agency of the Year (North America and Latin America) in 2022, among other industry accolades.
About Black & Abroad
Black & Abroad is a multi-platform travel & lifestyle company. Since 2015, our digital campaigns, international events and travel experiences have redefined exploration for the modern Black traveler. We pride ourselves on working together to connect people all over the world through culturally conscious & thought driven initiatives centered around exploration while providing crowd-sourced information hubs for urban travelers. Seeing a need to elevate the community through world exploration, our company was created to expose the world to nuanced, diverse narratives within the travel community.
About Shutterstock, Inc.
Shutterstock, Inc. is a premier partner for transformative brands, digital media and marketing companies, empowering the world to create with confidence. Fueled by millions of creators around the world and a fearless approach to product innovation, Shutterstock is the leading global platform for licensing from the most extensive and diverse collection of high-quality 3D models, videos, music, photographs, vectors and illustrations. From the world's largest content marketplace, to breaking news and A-list entertainment editorial access, to all-in-one content editing platform and studio production service – all using the latest in innovative technology – Shutterstock offers the most comprehensive selection of resources to bring storytelling to life.
About McCann Canada
McCann helps brands build the most meaningful brand platforms that drive exponential growth and leave a lasting impact on culture. Founded over 100 years ago with their own platform, “Truth Well Told,” McCann is the world’s leading advertising agency network, creating some of the most creatively and commercially impactful advertising globally. McCann is the founding agency of McCann Worldgroup, a creatively driven global marketing company.