Link to the article : https://www.unil.ch/news/en/1764857724182
Based on AI-generated images intended to promote women’s golf, a research team led by researcher and Olympian Madeleine Pape highlights how generative AI reproduces and amplifies gender biases present in society. Published in the British Journal of Sports Medicine, the study shows that, despite prompts designed to emphasize performance, diversity, and the realities of sport, AI tools continue to produce hypersexualized representations of female athletes, while men are depicted in action and physical effort. These biases originate in training datasets saturated with visual stereotypes, which AI systems absorb and reproduce at scale. The authors therefore emphasize that AI does not invent these distortions but acts as a distorting mirror of dominant culture, making heightened human vigilance essential in the design, training, and use of these technologies to promote fairer and more responsible representations.