Uks unveils AI tool to tackle media’s gender blindness

ISLAMABAD: 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 chief Tasneem Ahmer. “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. The beta version is now available for testing, and Uks welcomes feedback from media professionals to help refine and improve the tool. “We want this to be something that actually helps people write better, more inclusive content,” adds Tasneem. “The more people use it and tell us what works and what doesn't, the better it will become.”