GroupM and Mindshare are launching their Inclusive Influencer tool to increase diversity and inclusion in influencer marketing campaigns. 

The tool, part of GroupM’s Influencer AI Planning Tool, introduces filters for ethnicity, disability, LGBTQI, First Nations, plus size, body, skin, and hair type to broaden representation in creator content.

“We redesigned our technology to optimize for both client and ethical outcomes,” said Sam Turley, Head of Inclusive Innovation at Mindshare, in a statement. 

According to Media Week, the initiative aligns with Mindshare’s mission to drive Good Growth. It addresses concerns raised in Dove’s recent Global Report on The Real State of Beauty about social media’s impact on self-esteem and body confidence.

“We built our technology to enable inclusive sourcing of talent,” stated Michaela Tan, Creator Marketing Lead at GroupM. “This means we can deliver our clients influencer marketing that is inclusive by design.”

The tool’s launch coincides with Influencer Marketing Hub’s forecasts predicting creator marketing spending will reach approximately $24 billion by the end of 2024. Twenty-three local talent agencies and 744 talent have opted into the initiative.

Stephanie Scicchitano, General Manager at BornBred Talent, described the tool as “a simple but impactful use of tech” that “reframes the approach to diversity.”

The Inclusive Influencer filter sits within GroupM’s existing Influencer AI Planning Tool and is designed to be adaptable across various categories. It allows brands to create more representative campaigns and ensures that creators authentically align with brand values and audiences while maintaining brand safety.

GroupM unveiled the initiative at SXSW Sydney at TikTok House on October 17. The company intends to roll out the tool across its agencies and make it available to all clients within the group.