Posta Kenya's AI Misstep: Extra Hands and Lack of Diversity Draw Anger

Image courtesy of SPM BUZZ; Originally posted on Instagram.

Posta kenya a state-owned company responsible for postal services in Kenya, found itself embroiled in a recent controversy due to an image they shared online. The image was prompting Kenyans to reach out to their communication team without hesitation but keen-eyed Kenyans noticed a flaw in the image.

First of all the image has two major issues the first one being the AI image two models have three hands and the second reason is that three of the models are white. The post has since been deleted, however, Citizen TV was quick enough to capture what Kenyans said about the post.

The faulty Image

It seems the appearance of extra hands in the image was caused by glitches in the AI algorithm used to process the image. Algorithms used in image creation or manipulation typically identify and manipulate specific elements within an image.

There could be several reasons for such glitches to occur.

First, some AI algorithms layer multiple images together and if the algorithm does not align the images it can result in anomalies like the extra hands you are seeing and in some cases, it can duplicate even the heads. 

Second, AI algorithms use models trained on large data sets to identify specific elements like hands in an image, if the model misidentifies a part of the image as a hand it could place it incorrectly. 

Finally, understanding the spatial relationships between various body parts is a complex task because if the algorithm doesn’t accurately understand these relationships it could place body parts in physically impossible locations.

Representation Matters

In the image, it’s clear there is no Kenya representation maybe they were trying to save money that’s why they decided to use the AI-generated image. This shows that there was no scrutiny, they just generated the image and posted it. 

If Posta decides to use technology for commercial purposes, they should consider hiring graphic designers. There are many jobless Kenyans who possess editing skills. Why doesn't Posta offer these individuals editing jobs if they are unable to properly represent Kenyans in their images? It's embarrassing for a government company to produce such poor-quality work!

There also needs to be diversity and inclusivity in marketing campaigns. Why do they matter in marketing? First for authenticity and credibility because consumers today are increasingly diverse and they expect brands to reflect that reality. A campaign that lacks diversity can come across as inauthentic and even offensive which might result in damaging the brand.

Second, market reach and effectiveness whereby excluding a diverse segment of the population means missing out on potential customers hence a campaign that resonates with a wider audience is more likely to be successful.

Diverse teams bring different perspectives and experiences, fostering innovation and creativity in campaign developments leading to more impactful messaging.

Lessons from the Posta AI misstep

The advertisement featuring AI-generated individuals with “extra hands” was perceived as insensitive, highlighting the importance of cultural awareness and avoiding harmful generalization.

Also, the lack of diversity in the campaign, particularly the absence of people living with disabilities and accusations of discrimination and exclusion underscores the need for inclusive representation that reflects the target audience.

When a misstep occurs, brands must be transparent in their response and acknowledge their shortcomings by taking steps to rectify the situation a result this will build trust and demonstrate a commitment to learning and improvement.

In response they posted a very ironic image because they posted a contrasting image reflecting diversity, creating a surprising turn of events however the image had no issues and only a few Kenyans seemed to know what was going on. One comment read “You can hire me as  your graphics designer next time msimess” 

Wider implications

Posta has not been the only government and private company caught using AI for advertisement, Safaricom has also been using AI as they were advertising their 5G network. 

The kenya Urban Roads Authority (KURA) has also faced some problems with AI-generated with AI images they shared. The image depicted cars driving on unfinished roads and highways that seemed to lead nowhere and as expected the feedback was not very positive.

Meanwhile, a bread manufacturing company Super Loaf used generative AI for billboard advertisement but there was a clear issue, the AI-generated image appeared to be a modified version of someone else’s original work.

Apart from Safaricom, the other companies did not succeed in implementing AI for marketing in Kenya.

Conclusion

As I conclude, it is crucial for Posta Kenya and other companies planning to use AI for marketing to be meticulous and vigilant. They should consider hiring a graphics designer for scrutiny and perfection. Fortunately, there are many talented graphic designers available in Kenya.

Moving forward companies need to prioritize diversity and inclusion in their marketing efforts by conducting research as this will help understand the diverse makeup of the market. 

Also, companies should involve individuals from various backgrounds in the campaign development process. Companies should be transparent about their commitment to diversity and inclusion and they should measure their progress