New BIA Responses Against Harassment

In 2020, BIA received around 95 thousand messages of offenses and sexual harassment. Although she is not a real woman, the number reveals a reality that women face. In the campaign, developed by Publicis Brazil, the interactions are represented by means voice-overs and projections on walls. Then, the film shows the change in tone of the BIA's responses, taking a strong stand against harassment. Previously, when the bank's artificial intelligence received some of those attacks, the answer was passive: “I didn't understand, could you repeat it?”, in an attempt to make the customer change the tone of the question. From now on, BIA becomes more direct, stronger, without subservience or passivity. “These words cannot be used with me and anyone else” and “It can be a joke for you. For me, it was violent” are some of the new feedback from the bank's artificial intelligence. The action is in line with UNESCO's “Hey Update My Voice” initiative. Integrated advertisement created by Publicis, Brazil for Bradesco, within the category: Finance.