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Bob Evans Is Using AI To Help Eliminate Unconscious Bias From Its Advertising

March 28, 2023

Stereotypes and racial tropes often make their way into ad creative regardless of intent.

Around five years ago, Thyme Hill, SVP and CMO of sausage and sides manufacturer Bob Evans Farms, met with an agency that was presenting the talent selection for a light humor TV spot centered around a Black woman security guard character.

Each of the three actresses were being directed to scowl and look annoyed. After the presentation, Hill spoke up.

“I remember saying, ‘Is there anything we can do to not fall into this trap of the angry Black woman persona when we select talent for advertising?’” Hill said. “It wasn’t deliberate, but I wonder what would have happened if I hadn’t been in the room.”

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