Join the community →
We are a growing global community of individuals, organisations and policy makers that believe there should be balance between AI and us.
It is our choice to use artificial intelligence ethically and responsibly. We prioritise long term value over short term gain, for the benefit of human impact, creative credibility, security & bias.
Join the fair movement.
We are →
A network of businesses using AI fairly and responsibly.
Our mission →
To create a balanced system, between humans and AI, where businesses use AI fairly and responsibly.
To create a world where humans and AI work in a fair economy and businesses are accountable for their use of artificial intelligence.
Our purpose →
To encourage businesses and organisations to see AI as a tool but not human replacement, in input and output.
To help people have equity with the input in production of products and services.
Fair Brands →
People are looking for Fair Brands
People are increasingly choosing to engage with brands and organisations that are using AI fairly and responsibly. The Fair Brand accreditation is your symbol of your commitment to ethical AI choices.
Why fairness?
1.
Human impact
Businesses should be accountable for the effects automated systems will have on not just employees, but every stakeholder in their organisation.
AI and automated systems can influence;
- Job loses and insecurity
- Wealth inequality
- Cognitive Decline
- Social and psychological impacts
Worst-case scenario example;
Businesses replace the majority of employees with automated systems, leading to job loses. Profits increase without any respect of human wellbeing.
%
Net loss of jobs in the UK over the past 12 months
2.
Creative credibility
The production of output, such as content, can be so easily produced by anyone at a very high quality. This has led to AI ‘slop’, which is transforming social media – and a backlash is brewing.
AI and automated systems can influence;
- Creative output
- Art becoming 'soulless'
- Untrustworthy media
Worst-case scenario example;
Media becomes saturated with untrustworthy content, in terms of source and actual content. People lose trust in everything they are seeing.
%
Of all social media content is AI-generated (2025)
3.
Security & bias
The rate of AI development and use has increased exponentially. As a result, inherit security challenges and data biases, greatly influence the system.
AI and automated systems can influence;
- Bias and fairness
- Misinformation
- Privacy and security
- Manipulation
Worst-case scenario example;
Organisations use AI systems without understanding there are existing security and bias challenges. The system increasingly becomes unsafe and biased.
%
Surge in phishing attacks since rise of gen AI in late 2022
Directory
The community of Fair Brands are listed in our directory, where you can find approved fair organisations. You can also view how they scored across the various pillars; human impact, creative credibility and security & bias,
Directory
The community of Fair Brands are listed in our directory, where you can find approved fair organisations. You can also view how they scored across the various pillars; human impact, creative credibility and security & bias,
Ready to become a Fair Brand? →
Become a Fair Brand.
Apply online to become a certified Fair Brand, by filling our online application form. Once approved, you'll be able to apply the brand mark to your collateral and will be added to our approved brand directory.
If your organisation is ready to begin its application, click the button below, which will launch the online application form. It takes about 30 minutes to complete.
