Spotlight

Speakers

• Annabella Bassler, CFO Ringier AG & Initiator EqualVoice
• Prof. Dr. Sandra Cortesi, AI & Digital Society Expert, Technical University of Munich, UZH, Harvard University
• Alda Daka, Head of Cloud & Database Technologies, Sunrise
• Andreas Merz, VP Strategy, Sunrise
• Nike Möhle VP Communications & Sustainability, Sunrise

Shaping AI, Changing the Story – Women, Tech & GenAI Bias

On June 23rd, EqualVoice United and Sunrise brought together experts from media, technology and business to discuss one of the most urgent questions of our time: how does artificial intelligence shape the stories we tell – and whose stories does it risk leaving behind?

Under the title Shaping AI, Changing the Story – Women, Tech & GenAI Bias, the event explored how representation, language and data influence the way AI systems perceive and reproduce the world. The discussion made clear that artificial intelligence is not neutral. It learns from the material we give it. And if that material contains historical bias, stereotypes and unequal visibility, AI can amplify these patterns at scale.

The event therefore focused not only on the risks of AI, but also on the responsibility of leaders, companies and users to shape technology more consciously.

Representation as the Operating System of the Future

In her opening input, Annabella Bassler highlighted a central challenge: AI is becoming a high-fidelity amplifier of historical bias. Generative AI does not create bias out of nowhere; it reflects and reinforces existing stereotypes that are already present in language, media and public narratives.

This becomes especially visible in the way women leaders are described. While men are often simply referred to as CEOs or executives, women are still frequently labelled as “female CEOs” or “women leaders”. Such language may seem small, but it quietly reinforces the assumption that leadership is still male by default.

The discussion showed that representation is no longer only a media issue. It is increasingly becoming a technological issue. If the digital story about women is incomplete or biased, future AI-generated narratives, recommendations and decisions may repeat the same imbalance.

In this sense, visibility becomes part of the infrastructure of the future. What is seen today shapes what systems learn tomorrow.

The Cognitive Offload in the Age of AI

Prof. Dr. Sandra Cortesi added a broader perspective on how humans interact with technology. She reminded the audience that people have always delegated cognitive tasks to tools – from maps and calendars to search engines and now generative AI.

AI can increase productivity and improve output quality. But the event also raised a critical question: what happens when support turns into dependency?

If people rely too heavily on AI, deeper learning, critical thinking and long-term skill development may weaken. The challenge is therefore not whether to use AI, but how to use it intentionally. AI can be a powerful partner for brainstorming, drafting and second opinions, but it must be balanced with human judgment, creativity, empathy and reflection.

A particularly important point was that the gender gap in AI adoption is narrowing in Switzerland. This creates an opportunity: if women and men engage with AI more equally, the technology can become a tool for access and visibility. But if usage patterns differ across groups, existing inequalities may also widen.

Responsible AI as a Leadership Task

The Fireside Chat with Alda Daka, Andreas Merz and Sandra Cortesi brought the discussion into the corporate context. At Sunrise, where technology, sensitive data and critical infrastructure are part of daily operations, responsible AI is not an abstract principle. It is a practical leadership responsibility.

The panel made clear that AI is already embedded in everyday work. The question is no longer whether organisations will use it, but how they will integrate it responsibly while keeping pace with rapid developments.

Skills are becoming the decisive competitive advantage. It is no longer enough to use AI tools. Leaders and employees must learn how to prompt, evaluate, challenge and apply AI outputs effectively. The ability to question technology may become just as important as the ability to use it.

Diversity Shapes Better AI Outcomes

One of the most powerful conclusions of the event was that diversity directly influences the quality of AI outcomes. Who builds, asks and interprets AI matters. Different perspectives lead to different questions – and different questions lead to different outputs, decisions and risks.

This is why representation must be part of the AI conversation from the beginning. If only a narrow group of people shapes the tools, the tools will reflect a narrow view of the world. But when diverse perspectives are included, AI can become more accurate, more responsible and more human-centered.

The event also emphasized a clear boundary: we should not offload what makes us human. AI can support efficiency and decision preparation. But relationships, accountability, empathy and ethical judgment must remain with people.

Changing the Story

The EqualVoice United event at Sunrise demonstrated that AI is not only a technological shift. It is a cultural one. It changes how stories are produced, how expertise is recognized and how leadership is imagined.

The key message of the evening was clear: if AI is shaping the future story, then we must actively shape AI.

That means challenging biased language, using better tools, strengthening AI literacy and making representation a core part of responsible innovation. Because the future of technology will not only depend on what machines can generate. It will depend on what humans choose to correct, protect and amplify.