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Anup Oommen
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Brandtech unveils ethical GenAI blueprint, tech to break bias in foundation models

Anup Oommen
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The Brandtech Group's Bias Breaker is now live and integrated with Pencil, which has already created more than 1 million ads for 5,000+ brands, with the $1bn media spend that has passed through it enabling it to also make performance predictions.

Digital-only marketing company The Brandtech Group, which is also a global generative AI (Gen AI) marketing firm, has  unveiled proprietary technology called “Bias Breaker” that tackles bias in foundation models.

This technology is part of Brandtech’s raft of initiatives to promote and set boundaries for the ethical use of generative AI, including a blueprint to create an ethical Gen AI policy.

Rebecca Sykes, Partner and Head of Emerging Technology, The Brandtech Group, said: “As very early adopters, we have a responsibility to lead. We believe all companies that use Gen AI should commit to what they will and won’t use it for and be transparent about this. We are committed to


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Tags:AdvertisingBias BreakerBrandtechEthical AIethical Gen AIethical GenAI blueprintGenAIGenAI biasgenerative AIInKroudmarketingOliverPerformanceperformance predictionsRebecca Sykesresponsible AIThe Brandtech GroupTyra Jones-Hurst
the authorAnup Oommen
Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.
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