A report revealed that artificial intelligences with women’s names suffer harassment, because men act with them like they act with real women. The BIA Against Harassment campaign, by Bradesco, was launched to address harassment directed at its virtual assistant, BIA. After identifying offensive and sexist comments towards the AI, the bank updated BIA’s responses to condemn and educate users about inappropriate behavior. The initiative aimed to draw attention to how harassment is often normalized, even in digital environments, reinforcing the need for respect in all interactions. The campaign combined technology with social responsibility, highlighting the role of brands in fighting sexism and it gained significant attention, including UNESCO’s global recognition. Additionally, Bradesco partnered with NGOs that defend women’s rights, expanding the initiative’s impact in combating gender-based violence.
It was never about machines. It was always about women.
Gabriela Moura 