Thinkerbell and Inclusively Made launch AI platform to reduce disability bias in creative work
Thinkerbell and Inclusively Made have released Inclusivelymade.ai, a platform designed to catch disability bias during the creative process rather than after production wraps. The tool embeds accessibility checks and inclusive casting guidelines directly into advertising, film, and production workflows.
Generative AI now shapes how creatives develop ideas and produce content. The risk: these systems reflect historical biases in their training data, potentially automating exclusion. Inclusivelymade.ai intervenes at the source, prompting creators to include people with disabilities from conception onward.
How it works
The platform builds on Inclusively Made's existing certification framework. It adds tokenism checks, accessibility standards, and production checklists into the creative workflow. Creators working on ads, films, or other visual content can use it to design out bias before an idea becomes final.
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: "By building inclusion into the code, we're ensuring that the default finally looks like the real world. It's about making sure the future of storytelling actually represents everyone, including the 20% of Australians who live with a disability."
Track record
Inclusively Made's certification program shows what happens when inclusion is built into production. In 2025, across 67 certified productions, 93% cast people with disability and created 943 days of employment for people with disabilities.
Who's backing it
Major Australian companies support the platform, including Nine, Bupa, Woolworths, Mastercard, Telstra, and KFC. Media partners donated space for the launch campaign across broadcast, outdoor, audio, and digital channels.
The platform was built by Inclusively Made, Thinkerbell, and Matt Kuperholz Consultancy, an Australian AI firm.
For creatives working with generative AI tools, understanding how to prompt for inclusive content is becoming essential. The platform shows one approach to embedding those practices into standard workflows.
Your membership also unlocks:
