Our award-winning Equitable AI Framework sets a new standard for designing fair, inclusive, and globally relevant AI systems. This framework tackles key challenges like linguistic inequity, cultural bias, and digital ethnocide, providing businesses with a clear path to develop AI that resonates across diverse cultures and user groups.
Read on to learn why your business can leverage the framework to drive innovation, trust, and growth...
In an age where Artificial Intelligence (AI) increasingly defines how we live, work, and interact, designing AI systems that are ethical, inclusive, and equitable is no longer optional—it’s essential. Studio intO’s Equitable AI Framework offers a groundbreaking approach to AI user experience (UX) research, helping businesses ensure their AI products resonate across cultures and contexts.
Developed through rigorous research and real-world collaboration, the Equitable AI Framework is already earning acclaim, having supported Joanna Brassett’s prestigious WIN Movers & Makers Award for driving its creation and visionary impact. This framework is not just a tool for addressing inequalities in AI development but a roadmap for companies to unlock growth, trust, and innovation.
AI’s influence is expanding at an unprecedented pace. From language models like ChatGPT to voice assistants and predictive analytics, AI systems have the power to amplify societal norms—whether inclusive or exclusionary. This duality makes it critical to embed equity into every stage of AI development.
As Joanna Brassett, Studio intO’s CEO and Founder, states:
“AI accelerates and amplifies everything—both the risks and the opportunities. The Equitable AI Framework was developed to ensure technology does not become a megaphone for the dominant, but a platform for the diverse.”
Studio intO’s research reveals a stark reality: biases in AI disproportionately affect already underrepresented groups. For example:
The Equitable AI Framework addresses these inequities head-on, ensuring AI systems serve diverse global communities while fostering innovation.
The Equitable AI Framework was born from Studio intO’s ongoing mission to de-westernise innovation with equitable research. With a network of over 140 researchers across 60 countries, our company has long championed local perspectives in global strategies.
Joanna explains:
“We developed the Equitable AI Framework to fill a gap in the market—there wasn’t a comprehensive tool to ensure AI systems could reflect the needs of all users, not just those in dominant regions or demographics.”Drawing on qualitative and quantitative research, the Equitable AI Framework synthesises insights from diverse AI users, academic partnerships, and internal prototyping. Its principles—Accessibility, Diverse Participation, Data Control, Transparency, and Output Monitoring—provide businesses with a structured yet flexible approach to equitable AI design.
The Equitable AI Framework applies both outside and inside perspectives to AI research and development, ensuring equity is examined from every angle:
This phase gathers insights directly from diverse AI users worldwide, using methods like:
Key research questions include:
Parallel to user research, the Equitable AI Framework assesses a company’s own approaches to equity, involving stakeholders like UX researchers, developers, and strategists. Questions here include:
Finally, the Equitable AI Framework delivers actionable insights tailored to the organisation. By identifying disparities between user perceptions and internal intentions, the framework helps companies prioritise opportunities for improvement.
An AI company developing a multilingual grammar-checking tool could use the Equitable AI Framework to address biases. By incorporating diverse feedback loops and training data, the tool could move beyond English dominance to serve languages like Swahili, Tamil, or Quechua. The result? Broader market appeal and trust among underrepresented user groups.
A tech giant creating a voice assistant might apply the Equitable AI Framework to improve accessibility for users with disabilities. For example:
In healthcare, AI systems for diagnostics often reflect the biases of Western datasets. A hospital network using the Equitable AI Framework could collaborate with researchers in emerging markets to train AI on region-specific medical data. This would lead to more accurate diagnoses and treatments for conditions prevalent in those areas, saving lives and fostering equity.
The Equitable AI Framework has already made waves, supporting the work of intO’s clients like Google and YouTube. The WIN Movers & Makers Award acknowledges its transformative potential, celebrating its role in creating more inclusive AI systems.
For businesses, adopting the Equitable AI Framework is not just about ethics—it’s a strategic advantage. Equitable AI systems:
Studio intO believes equitable AI is the future—and it’s a future we must actively create. By integrating the Equitable AI Framework into their strategies, companies can lead the way in ethical, user-centric innovation.
As Joanna concludes:
“Building AI for all is not just a responsibility; it’s an opportunity. With the Equitable AI Framework, we can turn the challenges of diversity into drivers of creativity, growth, and fairness.”
If you’re ready to make your AI systems more inclusive and impactful, get in touch with Chloe Amos-Edkins, Studio intO’s Commercial Director, to explore how the Equitable AI Framework can support your ambitions.
Connect with Chloe on LinkedIn
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.
The AIBA 2024 Conference in Katowice, co-organised by Studio intO, gathered hundreds of global attendees for two days of insights on AI’s impact on business. With 40 speakers from 15 countries, the event offered diverse perspectives on AI’s real-world applications and challenges. We’re already looking ahead to AIBA 2025, building on the connections and ideas from this year. Read the full blog for highlights and stay tuned for next year’s event!
