The initiative aims to reduce gender identification errors in artificial intelligence systems.
To ensure that artificial intelligence recognizes and respects the gender with which transgender people identify, Égalitrans, an affinity group for transgender people in the Publicis Groupeand the Publicis Brasil agency, in partnership with the NGO Casarão, launched the “I exist” project, an API that aims to train the algorithm of facial recognition systems.
The current scenario is one of biases and distortions in these tools. Whether due to the lack of gender diversity in the data supply of recognition AIs or the absence of trans people in the development of these technologies, error rates are higher in the detection of these people. This can limit access to applications, places and require security checks in public environments, resulting in embarrassing procedures at airports, police stations and other everyday places.
“The I Exist API is necessary so that trans people do not have to go through these situations and so that they can be seen, included and respected in a future in which technology and AIs will increasingly be part of our lives. We cannot deny trans people access to tomorrow.” says Rogério de Oliveira, president of the NGO Casarão.
The API is in the development phase based on a database fed by the community itself. On the project platform, trans people can send photos of their faces, contributing to this repository that “educates” any artificial intelligence, helping to correctly identify gender. The more people participate in the project, the more assertive the API becomes.
“To build this more diverse database, we need the collaboration of trans people so that Eu Existo can truly be a tool for social transformation”, guarantees Manuela França, leader of the Égalitrans group.
To invite trans people to be part of this change, the initiative included the participation of several trans personalities such as the singing duo Vita Pereira and Isma Almeida, the Sisters of Pau, and the cultural producer and exponent of the ballroom scene Aru Macedo. The development of the initiative also had the collaboration of Digital Favela and BR Media.
The co-leader at Égalitrans, Yonara Oliveira, highlights that the project is just the first stage of a much deeper transformation.
“This is just the beginning of a very important conversation: do we want a system that excludes, segregates and discriminates against people? Through our faces, we can help build a more inclusive technology, and society.”
According to Jairo Anderson, the agency’s Creative Director, projects like this can help shed light on an invisible discussion.
“How many times do we, cis people, stop to think about the consequences of the massive use of facial recognition with gender identification? This is a discussion that needs to happen, especially at a time when these technologies are on the rise.”
“I exist” is a free API and will soon be available to programmers, companies or start-ups who want to develop a more inclusive facial analysis technology that legitimizes the existence of trans people.
Check out the campaign video below:
Datasheet
Agency: Publicis Brasil
Client: NGO Casarão Brasil
CEO: Eduardo Lorenzi
CCO: Mauro Ramalho
COO: Gabriela Borges
CSO: Juliana Elia
Executive Creative Director: Fabio Astolpho
Creative Director: Jairo Anderson, Arturo Marenda
Design Director: Peu Coelho
Associate Creative Directors: Caio Tezoto, Bruno Donadio
Creation: Manuela França, Rafael Barbosa, Rafael Figueiredo (PDQ), Yonara
Oliveira
Community Manager: Chico Boreli, Bruna Pasquini
Head of Projects & Operations: Maria Fernanda Laudisio
Project Leader: Nadia Mathias
Project Manager: Matheus Reis
Project Assistant: Yalungà Leite
PR: Leonardo Araújo, Rejane Romano
Production Head: Valeria Andrighetti
Broadcast Manager: Leo Alves
Broadcast Producer: Elucieli Nascimento, Raphael Macedo
Media Vice President: Mauricio Almeida
Media Director: Ester Ribeiro
Media Manager: Raquel Noura
Head of Data: Thiago Cassemiro
Client: Rogério de Oliveira, Patricia Castro
Digital Production: Wise
Content & Influence: Digital Favela, BR Media
Photo/Video Production: Ricardo Barcellos, Vitor Garcia
Audio Production: Pingado Audio
PR Company: And,All
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