We launched our International Women’s Day global research poll at a joint event with IAPI – Institute of Advertising Practitioners in Ireland.
Our research, presented by Clare Kavanagh and Davina O’Donoghue (she/her) delves into evolving gender roles and the impact of AI on women’s representation in media and culture, highlighting the industry’s role in this transformation. At the event, attendees had the opportunity engage directly in AI-moderated interviews, providing real-time insights into industry perspectives alongside wider societal views.
The research underscores the growing concerns associated with AI-generated imagery and its influence on societal perceptions of women, and reveals striking findings:
- 66% of respondents are of the opinion that AI images of women foster unrealistic beauty standards.
- 56% feel these images adversely affect women’s body image compared to men.
- Confidence in differentiating AI-generated imagery varies among participants
As AI-generated content becomes increasingly prevalent in media and marketing arenas, the findings highlight a pivotal challenge for the creative and communications sectors to uphold responsible and genuine representations of women.
The panellists unpacked the research findings with a fascinating discussion on the implications for industry, policy and regulation:
- Davina O’Donoghue (she/her), Board Director, Ipsos B&A
- James Geoghegan TD, Vice Chair of the Oireachtas Committee on AI
- Áine Kavanagh, Marketing Manager Guinness, Diageo Ireland
- Naoise M., Director of Research, Coimisiún na Meán
- Moderated by Martyn Rosney, Senior Partner, Reputation Inc
WEBINAR:
On the 14th April at 10.30-11.30, we will be delving deeper into the findings with a webinar, looking at gender roles and more international comparisons that we didn’t have time for in our first event. Please email carole.carmody@ipsos.com if you would like to join us.
For more information, please contact Clare Kavanagh: clare.kavanagh@ipsos.com or Davina O’Donoghue: davina.odonoghue@ipsos.com
