Creative company Thinkerbell and global leaders in inclusive production, Inclusively Made launches Inclusivelymade.ai, at Mumbrella360, a groundbreaking AI platform that aims to remove disability bias and weave inclusivity into the foundation of extraordinary storytelling.
Inclusivelymade.ai is a tool to help humans to prompt more inclusively, designed to create behavioural change across the creative and production landscape. Historically, inclusivity in production has been treated as an afterthought, or a compliance checklist at the end of a project. Inclusivelymade.ai is designed to fundamentally shift that habit.
As generative AI becomes a standard tool to assist with advertising and film development, we risk creating homogenisation, and automating exclusion by reflecting the historical biases found in the data it is fed. Inclusivelymade.ai intervenes at the source, helping everyone get inclusion for people with disability right from the outset.
Building upon Inclusively Made’s existing certification framework that sets a standard for inclusivity within creative production, the platform embeds tokenism checks, accessibility standards, inclusive casting and production checklists directly into the creative workflow.
The Inclusivelymade.ai platform allows creators across advertising, production and film to design out bias from the moment an idea is conceived and creatively elevate the end product. It’s open to everyone from creatives, storytellers, producers and clients.
“AI isn’t going anywhere and it’s being used widely in advertising now – so we’re making sure that when creatives are prompting, they’re not leaving disability out. AI often creates a non-disability world. We’re prompting disability back in.” says Paul Nunnari, CEO of Inclusively Made.
“AI is only as brilliant as the boundaries or builds we give it,” says Margie Reid, CEO of Thinkerbell. “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 isn’t just smart, it actually represents everyone, including the 20% of Australians who live with a disability”.
Dionne White, Woolworths Head of Group Brand Activation, says “Inclusive production isn’t a box to tick, it’s a standard we hold ourselves to, because our customers are diverse and they deserve to see themselves reflected in everything we do. Using AI responsibly with inclusion built in from the start is the next step in that commitment.”
Naomi Driver, General Manager Marketing; Health Insurance, Bupa Australia, comments “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!”.
Rory Heffernan, CEO of Atomic 212°, says “With AI playing an increasing role in the lives of Australians, it’s so important to highlight the importance of inclusion in this environment. A huge thank you to the many publishers who have thrown their support behind this campaign for Inclusively Made!”.
Inclusively Made’s impact already shows what happens when inclusion is built into the process. In 2025, across 67 certified productions, 93% cast people with disability and 943 days of employment for people with disability were created. This new platform stands to create even more impact.
The Inclusivelymade.ai platform was created with the team at Inclusively Made, Thinkerbell and Matt Kuperholz, Consultancy, a prominent Australian Artificial Intelligence group.
Some of Australia’s biggest companies are backing Inclusively Made and the new platform including Nine, Bupa, Woolworths, Thinkerbell, Mastercard, Telstra, Atomic212, Entertainment Partners, Big W and KFC.
The launch of the platform is supported by work of Inclusively Made assets across film, OOH, audio and digital. Atomic212 worked with media partners across Australia who have kindly donated media space including Nine, Seven, Ten, Foxtel, Nova, SCA, oOh!media, QMS and JCDecaux.
