In our effort to create empowering images of older women, AI might seem the perfect tool. As the use of AI becomes more normalised in the creative process, AI systems rely on existing data and human direction, which can reflect and perpetuate societal biases, leading to a lack of diversity in the images produced. Additionally, unconscious biases in the language used to steer AI can further skew representation, resulting in imagery that does not fully capture the diversity and strength of older women. We must address these limitations and biases to better serve our diverse population/communities.

Recognising this, we have developed the concept of "A Future Without Change" to highlight these issues. By applying speculative design, we envisage what the future of advertising could look like if these language biases are not addressed. We created and shared these AI-generated images to gather feedback from the public, sparking conversation and awareness around the need for more inclusive representations.

The ultimate goal of this project is to create a cultural shift in how older women are perceived in the media and society. By promoting realistic and empowering images of older women in fitness, we hope to inspire more women over 50 to lead active, healthy lives. This initiative is not just about increasing physical activity rates; it's about fostering a sense of visibility, value, and empowerment among older women, ensuring they feel seen and supported in every aspect of their lives.

Let's reimagine together how we want to be seen, heard, and empowered in the media.