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Thinkerbell and Inclusively Made launch AI platform to reduce disability bias in advertising
Thinkerbell and Inclusively Made have launched Inclusivelymade.ai, a tool that embeds disability inclusion checks into advertising and film production from the idea stage. Backers include Nine, Bupa, Woolworths, and Mastercard.
Thinkerbell launches AI platform to embed disability representation in creative work from the start
Thinkerbell and Inclusively Made have launched Inclusivelymade.ai, a platform designed to reduce disability bias in advertising, film, and production by prompting creators to include people with disabilities from the earliest stages of a project.
The tool addresses a specific problem: as generative AI becomes standard in creative development, it risks automating the exclusion already present in its training data. Inclusivelymade.ai intervenes at the source by embedding accessibility checks, inclusive casting guidance, and tokenism alerts directly into the creative workflow.
Historically, disability representation has been treated as a compliance checkbox added late in production. This platform shifts that by making inclusion a default setting rather than an afterthought.
How it works
The platform builds on Inclusively Made's existing certification framework. It allows creatives, producers, and clients to design out bias from the moment an idea is conceived, embedding tokenism checks and accessibility standards into the creative process itself.
Paul Nunnari, CEO of Inclusively Made, said: "AI often creates a non-disability world. We're prompting disability back in."
Margie Reid, CEO of Thinkerbell, said: "AI is only as brilliant as the boundaries or builds we give it. By building inclusion into the code, we're ensuring that the default finally looks like the real world."
The numbers
Inclusively Made's 2025 data shows what happens when inclusion is built into production from the start. Across 67 certified productions, 93% cast people with disability and created 943 days of employment for people with disability.
About 20% of Australians live with a disability, yet remain underrepresented in advertising and film.
Who's backing it
The platform launches with support from Nine, Bupa, Woolworths, Mastercard, Telstra, Entertainment Partners, Big W, and KFC. Atomic 212° and media partners including Seven, Ten, Foxtel, Nova, and SCA are providing campaign support.
Naomi Driver, general manager marketing at Bupa Australia, said: "As marketers and creatives, we have an important role to play in driving better representation of those with disability both behind and in front of the camera."
The platform was built by Thinkerbell, Inclusively Made, and Matt Kuperholz Consultancy, an Australian artificial intelligence group.
For creatives working with AI tools in production, understanding how bias enters at the prompt stage is increasingly relevant. AI Design Courses and Generative Art Training can help you understand how to build inclusive practices into your workflow.