How to create AI prompts that eliminate bias and increase conversions

By sonia@soniaethompson.com (Sonia Thompson)

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AI usage is on the rise, especially in marketing. Data from HubSpot’s AI Trends in Marketing report showed that 74% of marketing professionals use AI for their work. With so many marketers using AI, it is important to acknowledge and solve for its known limitations, particularly the biases that are baked into it.

As an inclusive marketing strategist and consultant, I am trained to recognize bias when I encounter it. Whenever I review materials and campaigns for clients, I evaluate whether bias, cultural insensitivity, or inappropriate messages have crept into the communications.

But, most of the marketers I’ve come across either don’t yet have this skillset or are actively working on developing it. Many often don’t pick up on biases AI produces, which could prove detrimental to marketing efforts and brand reputation if published in the market.

To help you use AI more responsibly and effectively, I’ve created some prompts to help you cut out bias. Let’s dive in.

The Fundamental Question for Converting More Customers

Before we get into actual prompts, it’s useful to ensure you are grounded in the fundamental question consumers (especially those from underrepresented and underserved communities) are asking.

As consumers evaluate whether or not your brand is right for them, they are seeking to answer this question, either consciously or subconsciously: Is this product for someone like me?

Every part of your customer journey serves as an input to producing an answer to this question.

So, if any aspect of your customer journey features bias, you’re signaling to potential buyers that “this product isn’t for someone like you.” In most instances, that signal isn’t one the brand intends to send.

Now, let’s focus on how you can use AI to let your audience know that “this is for you.”

Joyann Boyce is an inclusive AI expert and founder of Inclued AI, a tool that helps marketers with inclusive communication. She told me that it is helpful to think of AI as a very well-trained puppy.

She explains, “It’s like someone has already house-trained the puppy. And, they’re going to give it to you, and you’re going to customize it to your home.”

Customizing your well-trained AI puppy means training it to ensure it communicates with your customers in a way that draws them closer to you, rather than pushing them away because of any bias.

Have a listen to the full conversation with Joyann Boyce on this episode of the Inclusion & Marketing podcast.

How to Get AI to Help You Identify and Remove Bias

While AI systems can inadvertently perpetuate biases present in their training data, they can also serve as powerful tools for detecting and mitigating bias in human decision-making processes.

By leveraging AI’s ability to analyze patterns and flag potential inconsistencies, you can create more objective evaluation frameworks and uncover blind spots that might otherwise go unnoticed.