The Central Única das Favelas (CUFA) and the National Anti-Racist Front (FNA) have just released ‘The Prompt Bias’, a film that denounces the structural racism present in creative tools powered by artificial intelligence. Created by production company Primo Content in collaboration with Favela Filmes (audiovisual arm of CUFA) and the agency Africa Creativethe project aims to raise awareness and raise awareness about racist patterns perpetuated by modern technologies.
The film highlights how creative tools can subtly spread prejudice and discrimination. The original soundtrack was composed by Halley Sound, complementing the impactful narrative.
“All artificial intelligence came from natural intelligence. This is obvious, but it is also evident that this original intelligence has permeated the algorithm with its sometimes racist biases, propagated and spread by machines that are escaping human control. We cannot naturalize racism. We must propose a new anti-racist code that rethinks the way society looks at black men and women, not just in Brazil, but throughout the world. This is the great denunciation and provocation that CUFA makes in this film”, says Celso Athayde, founder of Central Única das Favelas.
In addition to the film, the project includes an immersion with young people from Favela Filmes to discuss how new generations of audiovisual professionals can face these challenges. These meetings will generate a reflection report to be taken to programming and language companies, with the aim of adjusting codes and algorithms until they adopt a more supportive and anti-racist perspective.
“We deal with image and text generation AI tools all the time in our daily lives, creating stories, films, clips and commercials. And in one of our routine surveys, we were confronted with this shocking racist bias on one of the most prestigious image generation platforms. We immediately felt compelled to reproduce that experience and share the feeling of perplexity in the face of images imbued with prejudice, and transform this feeling into a film”, comment stage directors Diego Santana Claudino and Guto Azevedo, who form the duo Salsa, from the production company Primo Content.
The project will also feature screenings of the film and debates in communities, schools and institutions around the country, promoting an open and inclusive dialogue about the challenges and possible solutions to combat structural racism in the digital age.
“We want to take this opportunity to discuss a form of racism intrinsic to our work tools. But we want to do this in cooperation with the victims of racism themselves: black men and women who work in our industry and feel the full weight of the incessant discrimination which, now, as we see, is also perpetuated by our own creative tools”, emphasizes John Oliveira, CEO of Favela Filmes.
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