Joanna Brassett Honoured as a ‘Mover & Maker’ at the WIN Awards for Pioneering Equitable AI Framework
We are proud to announce that Joanna Brassett, our founder and CEO, has been awarded the ‘Movers & Makers’ accolade at the Women in Innovation (WIN) Awards.
This recognition celebrates Joanna’s development of the Equitable AI Framework, a groundbreaking approach that addresses bias in AI by integrating diverse cultural perspectives into technology design. Through her visionary work, Joanna is setting new standards for inclusivity in AI, driving ethical practices that ensure AI benefits everyone. Read on to learn more about Joanna’s award, the motivations behind her framework, and her vision for a more equitable digital future.
About the Women in Innovation (WIN) Awards
We are so happy to announce that Joanna Brassett, founder and CEO of our agency, has been honoured with the prestigious ‘Movers & Makers’ award at the Women in Innovation (WIN) Awards. These awards, presented in partnership with EY, celebrate 10 exceptional women each year who drive positive change through transformative projects and innovative thinking. The Movers & Makers category specifically recognises leaders who have made a meaningful impact in their communities through groundbreaking ideas, inventive products, or socially conscious initiatives. Joanna’s award shines a spotlight on her commitment to ethical AI, diversity, and inclusion, and it is a significant milestone for her and our entire team.
The Equitable AI Framework: A Groundbreaking Approach to Inclusive AI
The principal reason for Joanna’s recognition is her development of the Equitable AI Framework—a pioneering methodology designed to address bias in AI systems by integrating diverse cultural perspectives into AI-UX research. Recognising that many AI models are shaped by Western, male-dominated viewpoints, Joanna created this framework to ensure that AI serves the needs of all users, regardless of their background. The Equitable AI Framework promotes inclusivity through multi-regional testing, collaborative design with Local Researchers, and rigorous anti-bias measures. It empowers our clients to develop culturally relevant and accessible AI technologies, advancing global equity in a digital age.
The Motivation Behind the Equitable AI Framework
Joanna was inspired to create this framework through her extensive experience in international research, where she saw firsthand how limited cultural perspectives in AI could exacerbate disparities. Her vision is for the Equitable AI Framework to become a global standard, driving inclusivity and fairness in technology development. This framework aligns with our mission to promote a human-centred, culturally sensitive approach to innovation.
Looking Forward: Joanna’s Vision for the Future
Looking ahead, Joanna is committed to expanding the Equitable AI Framework through partnerships with AI leaders, continually refining it to address emerging challenges and to ensure AI progresses as a force for social good. Her ambition is to set new standards for AI-UX research, ensuring that technology continues to evolve in a way that benefits diverse populations worldwide.
A Milestone Achievement
This award is a testament to Joanna’s visionary leadership and dedication to creating a more equitable future through innovative research and ethical technology practices. We are incredibly proud of her achievement and excited to see the continued impact of the Equitable AI Framework, which is already supporting the work of intO clients like Google and Youtube.
👏 Join us in celebrating Joanna’s success! You can connect with her on LinkedIn to follow her journey and learn more about her work: Connect with Joanna on LinkedIn
AI is revolutionising research, but only the best UX researchers know how to harness its power without losing depth, ethics, or critical thinking. At intO, we don’t just keep up with these changes—we lead them. In this article, intO’s Founder & CEO, Joanna Brassett, shares what it takes to be an AI-enabled researcher today and why the right expertise makes all the difference. If your team is ready to embrace the future of research, you’ll want to read this.
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