ECD Eric Lohman and the crew of animators and illustrators at The Furrow in Lexington, KY, partner with digital agency Grow to help Think With Google make an elegant and engaging case for “building fairness into your machine learning model.”

Think With Google: “When data teaches a machine learning (ML) model the wrong lessons, developers call it data bias. Data bias is one of the most common causes of ML bias, which can damage brand perception and make years of thoughtful, inclusive messaging seem disingenuous or even manipulative.

“Most of the time, machine learning allows brands to be more helpful to customers. The good news is that marketers and cross-functional teams have more power to combat data bias than they think, from implementing routine audits to launching creative crowdsourcing solutions.

“Machine learning (ML) fairness builds trust, widens reach, and demonstrates to customers that their concerns matter. This series aims to equip marketers with a working knowledge of ML fairness and provide clear steps for developing an inclusive ML strategy.”

Watch the process reel:
 

 

Client: Think with Google

Agency: Grow

production: The Furrow
Executive Creative Director: Eric Lohman
Creative Director: Dani Meluski-Jimenez
Producer: Jessica Stratton, Janet Tousseau
Animation Director: Seth Eckert
Animator: Seth Eckert, Justin Burks
Designer: Kimberly Coghill, Justin Burks

Audio: Mike Washington