ISLAMABAD : The Uks Research Centre marks Pakistan Women’s Day with the launch of Uks AI (Beta) – an artificial intelligence tool that calls out gender bias in media content, whether it’s hiding in plain sight or lurking between the lines.
Built specifically for journalists, editors, and reporters, Uks AI addresses a persistent challenge in media creation: the unconscious perpetuation of gender stereotypes that shape how society views and values women.
The tool scans text for both glaring and subtle biases, offering immediate, actionable feedback to media professionals. Developed on the Global Media Monitoring Project (GMMP) framework, this AI tool dissects content through four critical lenses: clear stereotypes (like portraying women solely as caregivers), subtle biases (such as consistently showing men as experts), neutral portrayals, and content that actively challenges gender stereotypes.
“Most of us think we’re writing without bias, but the reality is different,” says Uks director adding, “This tool acts like a friend looking over your shoulder, pointing out the biases we might miss in our rush to meet deadlines or tell a story.”
The system helps journalists, editors, and content creators spot problematic patterns in their writing – from obvious stereotypes to those subtle word choices that can unintentionally reinforce gender biases. It’s designed to be practical, offering specific suggestions for more balanced language and representation.
As GMMP’s partner in Pakistan, Uks has spent years documenting how media representation shapes public perception of gender roles. This tool transforms that research into actionable insights for newsrooms and content creators.
Uks Research Centre works at the intersection of media and gender equality in Pakistan. Through research, training, and practical tools, Uks helps media professionals create more balanced and inclusive content.
Their work in media monitoring and gender-sensitive reporting has made them a trusted voice in Pakistan’s journey toward more equitable media representation.
“We want this to be something that actually helps people write better, more inclusive content,” Uks director added. “The more people use it and tell us what works and what doesn’t, the better it will become.”
The beta version is available for testing, and Uks has invited feedback from media professionals to help refine and improve the tool.
Published in Dawn, February 13th, 2025
