The Generative AI Bias Reporting System is an interactive, web-based utility that allows anyone, anywhere to log reports of bias in generative AI models, across text, image and video. The input dashboard allows for the easy structuring of quantitative, qualitative and observational data, which can then be downloaded by anyone for use in academic study, fine tuning models, refinement and by the generative AI industry itself to discover trends and make their models more inclusive. It can also be used to benchmark AI models against known problematic responses.

The platform was first launched by McCann Canada for its client, the travel company Black & Abroad, as response to obvious biases they encountered and logged while attempting to use AI models to train and then generate images of their customers at destinations around the world in a project called, “See You There.”