The big AI bias risk for brands

Which of these will consumers blame when AI search platforms show images or information about a brand that's perceived to be biased?

a) the AI platform
b) the brand
c) themselves, because maybe they used a "bad" prompt

In my opinion, it's the brand that will get blamed first.

And that's a big risk. Consumer know the brands they buy and use way better than they know AI platforms.

There's a lot of talk about how brands show up in AI search right now. And that's an important conversation when it comes to textual representation - things like whether the brand shows up first in a list of suggestions, or what the AI summary says about the brand.

But visual representation is also important, because it plays a role in shaping how AI systems perceive a brand. Here's what you can -- and should -- do now:

1️⃣ Diversify your owned content.

Use diverse imagery in your content - intentionally and authentically. And use metadata to describe the diversity in the image. AI systems gather this information when they crawl websites.

2️⃣ Ask third-party content providers to use inclusive imagery to represent your brand.

If they'll accept and publish your own (diverse) images, share them. If not, encourage journalists and earned media partners to avoid bias in their own imagery.

3️⃣ Test AI search platforms yourself.

Ask them to create an image with your brand in it. Or ask for an image that shows what your brand's consumers look like.

One of the foundations of my research and advising practice is that marketers shouldn't allow the AI platforms to dictate the rules of engagement with consumers. Brands have an important role to play too.

Here’s how I described it on stage at Salon Culture Conversations at Cannes Lions 2025.