CASE STUDY Please use the following to answer the next question: A global marketing agency is adapting a large language model ("LLM") to generate content for an upcoming marketing campaign for a clien

CASE STUDY Please use the following to answer the next question:

A global marketing agency is adapting a large language model (“LLM”) to generate content for an upcoming marketing campaign for a client’s new product: a hard hat designed for construction workers of any gender to better protect them from head injuries. The marketing agency is accessing the LLM through an application programming interface (“API”) developed by a third-party technology company. They want to generate text to be used for targeted advertising communications that highlight the benefits of the hard hat to potential purchasers. Both the marketing agency and the technology company have taken reasonable steps to address AI governance. The marketing company has:

• Entered into a contract with the technology company with suitable

representations and warranties.

• Completed an impact assessment on the LLM for this intended use.
• Built technical guidance on how to measure and mitigate bias in the

LLM.

• Enabled technical aspects of transparency, explainability, robustness

and privacy.

• Followed applicable regulatory requirements.
• Created specific legal statements and disclosures regarding the use

of the AI on its client’s advertising. The technology company has:

• Provided guidance and resources to developers to address

environmental concerns.

• Build technical guidance on how to measure and mitigate bias in the

LLM.

• Provided tools and resources to measure bias specific to the LLM.
• Enabled technical aspects of transparency, explainability, robustness

and privacy.

• Mapped and mitigated potential societal harms and large-scale

impacts.

• Followed applicable regulatory requirements and industry standards.
• Created specific legal statements and disclosures regarding the LLM,

including with respect to IP and rights to data. All of the following results would be considered biased outputs from this AI system EXCEPT: