Using AI fairly →
Fair Brand
certification
Fair Brand certification is an organisations proof of commitment to ethical AI choices.
It allows the bearer to show that they believe humans and artificial intelligence should work in a fair balance within their businesses, and that long term value is prioritised over short term gain.
Fair Brands are certified by Fair Trust that meet AI standards under our core values, using collective consciousness as the measuring system.
Communication →
It shows ethical AI choices
%
of consumers globally expect organisations to ensure their Artificial Intelligence (AI) interactions are transparent and fair.
Human roles are respected
Increasingly, organisations are choosing to automate roles, rather than use human input. This leads to significant job losses, with some studies expecting an average of 1 in 6 jobs to be lost, with the majority being entry-level.
The loss of jobs creates not only stress and psychological challenges for the employee, but wider economic impacts; reducing consumer spending, increasing government strain (lower tax revenue, higher benefits), decreasing GDP, and causing significant, often long-term, income loss and financial hardship.
By becoming a Fair Brand, it shows that the organisation has created a fair balance of human and automated systems.
Human wellbeing is considered
Our over-reliance on artificial intelligence for interaction, could diminish interpersonal skills, emotional intelligence, and social cohesion.
The effects of AI on cognitive development, can be a double-edged sword. It can boost learning by offering support and more efficient learning strategies, but it can also decrease due to 'offloading'. This is where traditional techniques of problem solving, are replaced by automated systems, and leads to skill decay, reduced effort levels and metacognitive laziness.
By becoming a Fair Brand, it shows that the organisation has considered its stakeholders wellbeing, both mental and physical.
Content is authentic, not synthetic
With organisations producing an increasing amount of their media using AI, consumers have begun to question the source and credibility of everything their are interacting with.
There is a potential major psychological shift, where AI is worsening an already fragile trust environment, as audiences struggle to differentiate between human and generated content.
By being a Fair Brand, an organisation is showing its commitment to produce authentic content, products and services.
For everyone, not just shareholders
By being a Fair Brand, organsiations are communicating their committment to all stakeholders. It shows they are considering the effect of AI systems on their employees, suppliers, customers and end users - not just their shareholders.
Long term value, over short term gain
The implementation of AI systems are often driven by financial gain. Executives in organisations see automation, like AI, as a way of streamlining, removing people and ethics from their decision making.
By being a Fair Brand, an organisation is showing its choosing to priortise long term value, over short term gain.
Tools not replacements
Using AI systems are a cheat code for organisations to run their businesses quicker and cheaper. This often leads to short term gain, over long term value, where everyone apart from shareholders suffer from the effects.
By becoming a Fair Brand, it shows that the organisation has chosen to see AI systems as tools, not as replacements.
Biases are accounted for
AI systems tend to take on human biases and amplify them, causing organisations who use that AI, to become increasingly biased themselves, which, consequently, create a feedback loop.
As developers of AI systems and as organisations that use them, we must ensure the training data is diverse and representative. It is important that the algorithm is regularly audited and updated to address biases.
By becoming a Fair Brand, organisations are acknowledging that AI systems (LLM's) have biases and therefore adapt their processes to account for the unfair balances.
Fair wealth distribution
Within our organisations, entry-level roles are losing out to higher-levels, with the people at the top benefiting most. By choosing to introduce unfair levels of AI systems, human roles are being replaced because AI systems are cheaper.
Poorer less 'equipped' countries are also losing out, with richer countries accelerating, leading to poorer countries being unable to compete.
Becoming a Fair Brand is an acknowledgment that wealth distribution levels are considered and fair, within the organisation and on a global scale.
Aligning to consumers →
They're in demand
The Fair Brand certification allows your organisation to communicate to their audience that they are ethical and fair with the choices their company is making, in regards to AI.
It acts as a visual certification that the brand chooses long term value, over short term gain.
It also acts as a network to other ‘fair’ brands, that share similar ethics and beliefs, so they can do business with like-minded organisations.
%
If AI is perceived as unfair or biased, 27% of consumers would stop engaging with the organization
%
of consumers said they would prefer interacting with a human vs. AI
Ready to become a Fair Brand? →
Begin application
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.
