Written by Africa Creative, the piece exposes how these tools that use AI can spread prejudice and discrimination
CUFA (Central Única das Favelas) and FNA (Frente Nacional Antiracista) came together to launch a project that exposes, in a sensitive and visceral way, the structural racism present in creative tools powered by artificial intelligence.
The piece “The Prompt Bias”, produced by Primo Content in collaboration with Favela Filmes and Africa Creative, presents the complaint and exposes how these tools can spread prejudices and discrimination in a subtle and insidious way, with a soundtrack composed by Halley Sound.
“All artificial intelligence came from natural intelligence. This is obvious, but it is also evident that this original intelligence impregnated the algorithm with its sometimes racist biases, propagated and disseminated by machines that are escaping human control. We can never 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”, said Celso Athayde, founder. from the Central Única das Favelas.
The release of the film is the beginning of a social mobilization movement to raise awareness and raise awareness about how racist patterns can be perpetuated and amplified by modern technologies. And it exposes how creative tools powered by artificial intelligence can subtly and insidiously spread prejudice and discrimination.
In addition to the film, the project also foresees an immersion with young people who are part of the production company Favela Filmes, with the idea of discussing how new generations of filmmakers, film makers, advertisers and audiovisual professionals deal with these challenges.
The meetings will generate a reflection report to be taken to programming and language companies, so that these codes and algorithms can be reviewed and adopt a more supportive and anti-racist perspective.
“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 that, now , as we see, is also perpetuated by our own creative tools. Nothing about us, without us,” emphasized John Oliveira, CEO of Favela Filmes.
The entire project features a series of film screenings 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.
