Potential DEI risks in Gen AI use Survey

63% of brands are already using generative AI for marketing purposes (WFA survey). However, over half of brands (55%) are extremely or moderately concerned about the diversity, equity and inclusion (DEI) risks inherent with its use, such as the potential to perpetuate biases and discrimination.

To further inform WFA’s initiatives in this space and support shaping industry best practice, we’d like to better understand brands’ perspectives and how they are identifying and mitigating such DEI risks.

Please take 9 minutes to fill in this survey. All answers will remain entirely anonymous and will be aggregated in a final report, sent out to all those who contributed.

It will also form the basis for a WFA DEI Community and AI Community meeting, taking place on 21 November. You can register for the meeting here.

Question Title

* 1. Please share your details to receive the final report (optional)

Your Name:

Company name:

Email:

Question Title

* 2. Which of the following best describes your role within your organisation?

Marketing

Sourcing/Procurement

Legal/Privacy

Policy/Corporate Affairs

Consumer Insights

Media

Other (please specify)

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* 3. How concerned are you by the potential negative impact for diversity, equity and inclusion (bias, discrimination) of generative AI use in marketing?

I’m very concerned about the impact

I’m somewhat concerned about the impact

I’m not very concerned about the impact

I’m not at all concerned about the impact

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* 4. How concerned are you about the risk of bias and discrimination when using gen AI for the following? Please rate on a scale of 1 to 10, with 1 being not at all concerned and 10 being extremely concerned:

	1	2	3	4	5	6	7	8	9	10
Content ideation, creation and production	Content ideation, creation and production 1	Content ideation, creation and production 2	Content ideation, creation and production 3	Content ideation, creation and production 4	Content ideation, creation and production 5	Content ideation, creation and production 6	Content ideation, creation and production 7	Content ideation, creation and production 8	Content ideation, creation and production 9	Content ideation, creation and production 10
Research and insights	Research and insights 1	Research and insights 2	Research and insights 3	Research and insights 4	Research and insights 5	Research and insights 6	Research and insights 7	Research and insights 8	Research and insights 9	Research and insights 10
Media planning, buying and optimisation	Media planning, buying and optimisation 1	Media planning, buying and optimisation 2	Media planning, buying and optimisation 3	Media planning, buying and optimisation 4	Media planning, buying and optimisation 5	Media planning, buying and optimisation 6	Media planning, buying and optimisation 7	Media planning, buying and optimisation 8	Media planning, buying and optimisation 9	Media planning, buying and optimisation 10