Axis Bank’s newest campaign by GREY group India aims at the hero of the present day zeitgeist, Artificial Intelligence, to show how the future has ‘machine learnt’ even the biases of the past


Friday, March 10, 2023: The year is 2023. Across age groups, geographies, languages and cultures, the world is talking about one thing- Artificial Intelligence.
And while the debates are divided, and the opinions differ about many of its particularities, there’s one thing everybody agrees upon-  AI is the future.

So what happens when the prophesied future shows signs of bias from the past?

AI, as a machine learning tool that learns its intelligence from all the data humans have generated over the years, seems to have also learnt some of our biases.

Based on this premise, Axis bank in collaboration with GREY Group India has launched an eye-opening campaign which calls for people to come together to  build a future of #FinanceWithoutBias.

“This realization comes as a shock. The future of technology is actually stereotyping women. On one side, we have all been smitten by AI platforms and then these come to light. Our hope is that this campaign helps to fix gender bias, both at an individual level and at an AI level. Trust AI is listening”, says Anusha Shetty, Chairperson & Group CEO, Grey & AutumnGrey India.

The campaign has been conceptualized by GREY Group, produced by Picture In Focus Studios.

Watch the film here: 


 Brand Name: Axis Bank

Agency Name: Grey Group India

Chairman & Group CEO: Anusha Shetty

Managing Director & Chief Creative Officer: Sandipan Bhattacharyya

Chief Intelligence Officer: Arun RamanGroup Chief Operating Officer: Ketan Desai


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