Throughout 2025, several high-profile cases emerged where AI resume-screening tools were found to systematically disadvantage specific groups. One of the most significant real-life examples involved a major global software firm whose AI-driven recruitment platform led to public backlash and legal challenges.

This trend has extended into the creative landscape, which has been irrevocably transformed by Artificial Intelligence (AI).

Late 2025, Coca-Cola released an AI-generated version of its classic “Holidays Are Coming” ad. While technically impressive, the campaign sparked debate and raised concerns among critics. Concerns were twofold: it bypassed the human artisans (actors, directors, and stylists) traditionally employed for such high-budget shoots, and it presented a “simulated” version of human connection that felt inauthentic to the brand’s core values.

Similarly, in August 2025, a major fashion ad in Vogue featured a flawlessly “perfect” model that turned out to be entirely AI-generated. This sparked a firestorm regarding beauty standards. Critics argued that using AI to create “perfect” humans sets an unattainable and harmful standard that real people can never meet, essentially “undoing” years of progress in body positivity and diversity.

From generating intricate visual assets to drafting complex marketing strategies, it seems that AI is no longer a futuristic concept but a frequent collaborator. And as technology drives speed and innovation, the question begs: has ethics been able to keep in step?

As brands rush to integrate AI into their workflows, they face a new frontier of ethical challenges: bias, fairness, and accountability. Navigating these requires more than just technical skill; it demands a commitment to integrity.

Understanding Algorithmic Bias in Branding

AI models are only as good as the data they are trained on. Because historical data often contains societal prejudices, AI can unintentionally replicate and amplify these biases. In the context of branding in Singapore, this poses a significant risk. If an AI tool is used to generate imagery or target audiences based on biased data, it can lead to exclusionary marketing that alienates diverse consumer groups.

For instance, when executing a logo design for the company, an AI might lean towards stereotypical symbols or colour palettes that do not resonate with a brand’s unique cultural context. A creative agency must act as a filter, ensuring that every visual and strategic output is audited for inclusivity and cultural sensitivity.

Ensuring Fairness Through Digital Copywriting

Fairness in AI is about ensuring that no group is disadvantaged by automated decisions or content. In digital copywriting, AI is frequently used to generate slogans, blog posts, and social media captions. While efficient, these tools can sometimes produce “hallucinations” – factual errors or biased language that can damage a brand’s reputation.

As an integrated creative agency, we at I Concept Singapore believe AI should be treated as a starting point, not the final word. Human oversight is essential to:

Fact-check AI-generated claims to prevent the spread of misinformation.
Refine the tone to ensure it aligns with the brand’s authentic voice.
Audit for bias to ensure the language remains inclusive and respectful of all demographics.

Accountability: Who Owns the Creative Output?

One of the most complex debates in 2026 surrounds accountability. If an AI generates a campaign that infringes on copyright or causes public offence, who is responsible? For any creative agency, the answer must be clear: the human creators and the agency remain the ultimate stewards of the work.

Transparency is the cornerstone of trust. We advocate for a “human-in-the-loop” approach where AI handles the heavy lifting of data processing, but humans make the final ethical and creative judgements. This ensures that every project – from a simple banner to a full ecommerce development suite – is backed by human accountability.

Scaling Ethically with Government Support

For SMEs in Singapore looking to modernise their operations without sacrificing ethical standards, the path is supported by robust government initiatives. Adopting advanced digital tools is an investment, and several grants are available to facilitate this transition:

Productivity Solutions Grant (PSG): This is ideal for businesses looking to adopt pre-approved, off-the-shelf digital solutions to improve productivity. Up to 50% subsidy for specific IT packages.
Enterprise Development Grant (EDG): Best for SMEs looking to kick start strategic projects like branding, core capability building, and innovation. Up to 50% subsidy for eligible SMEs.

By leveraging the EDG, businesses can partner with an agency to build a sustainable, ethical brand strategy. Meanwhile, the PSG can help companies implement the necessary software for ecommerce development and digital management, ensuring they stay competitive in a tech-driven market.

The Path Forward

The ethics of AI is not a hurdle to be cleared – any good agency (or any business, for that matter) worth their salt knows that a good brand is built upon ethics, fairness and accountability. As an integrated creative agency, I Concept Singapore is committed to using these powerful tools to enhance human creativity, not replace it. By prioritising fairness and accountability, we help brands navigate the digital age with confidence and conscience.

And when it comes to accountability to your customers, there’s one AI technology that you can rely on as a powerful companion to your customer service capabilities. We’re talking about Intercom, a customer service platform that taps into the power of AI to help businesses connect with their customers across various channels.

Maximise Customer Satisfaction with Intercom

As Intercom’s Gold Partner, I Concept is excited to introduce you to Intercom’s suite of AI-powered solutions. Intercom’s chatbot is among one of the standout AI chatbots for websites and other platforms, and its powerful tools can revolutionise your support operations and strengthen customer relationships. Boost your AI marketing and enjoy personalised engagement, efficient support, proactive assistance, and data-driven insights with Intercom’s AI-powered platform.

Discover The Integrated Creative Agency You Can Rely On

We are I Concept Singapore, the integrated Creative Agency that specialises in delivering strategic branding in Singapore that goes beyond what an AI can predict. We ensure that your logo design for the company, your visual aesthetics, and your tone of voice authentically reflect your brand’s unique DNA – ensuring you don’t just look like a market leader, but feel like one too.

While AI can generate text, it lacks the empathy required for truly resonant digital copywriting. We leverage expert writers to empower your brand, ensuring your message lands with a human audience that values authenticity over automation.

This human touch is supported by technical precision; our ecommerce development team ensures your platform is the engine that turns clicks into commerce, evolving your website from a mere online brochure into a high-performance, lead-generating machine.