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SUMMARY:How older audiences are erased\, distorted and misunderstood in so
 cial &amp\; search\, and the ethics of using AI to address representation 
 gaps in advertising - Stuart Bowden (Wavemaker)\, Aleksandra Grabowska (Wa
 vemaker)
DTSTART;VALUE=DATE-TIME:20231108T170000Z
DTEND;VALUE=DATE-TIME:20231108T180000Z
UID:https://talks.ox.ac.uk/talks/id/04aa7be0-212c-400a-89bc-c0f6da0bc424/
DESCRIPTION:When researchers and advertisers think about creator led media
  platforms it can be hard not to visualise them through the behaviours of 
 early adopters. Whilst 92% of GenX are on social platforms daily they are 
 the subject of less than 5% of platform research\; their different needs a
 nd preferences are poorly understood and woefully underserved. Worse\, the
  platforms and search engines themselves actively work against their inter
 ests\; wildly underrepresenting them in search results and in content deli
 very.\n\nOur new research into this bias\, and into real midlife platform 
 usage\, uses granular platform data\, a purpose made 67k strong quantitati
 ve survey\, tracking of real behaviour on over 4k devices & a content anal
 ysis of 7\,000 creators on the Tik Tok & IG platforms. Additionally\, we c
 onstructed two unique computer vision driven experiments – peeling apart
  135\,000 visual search results and 68 hours of TikTok video content to sh
 ed light on the challenges of being an older user in digital environments 
 that fetishise being young.\n\nWe'll also share results from the advertisi
 ng industry's research and real world uses of synthetic voice and chatbots
  in marketing to under-represented audiences\, and discuss some of the eth
 ical questions raised.\n\nStuart Bowden is the Chief Strategy & Product Of
 ficer of Wavemaker\, the media planning agency representing L’Oreal\, Ti
 kTok\, Adobe\, Netflix & the UK Government and is a Visiting Policy Fellow
  at the OII. Aleksandra Grabowska is Wavemaker’s Product Development le
 ader and AI engineering leader.\nSpeakers:\nStuart Bowden (Wavemaker)\, Al
 eksandra Grabowska (Wavemaker)
LOCATION:1 St Giles' (Seminar Room)\, 1 St Giles' OX1 3JS
TZID:Europe/London
URL:https://talks.ox.ac.uk/talks/id/04aa7be0-212c-400a-89bc-c0f6da0bc424/
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DESCRIPTION:Talk:How older audiences are erased\, distorted and misunderst
 ood in social &amp\; search\, and the ethics of using AI to address repres
 entation gaps in advertising - Stuart Bowden (Wavemaker)\, Aleksandra Grab
 owska (Wavemaker)
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