UniSA Connect

Battling Bias in Data and AI with Leila Seith Hassan

From representing UniSA in a national competition to leading one of the UK's most dynamic data teams, Leila Seith Hassan's career has been defined by breaking boundaries – in business, technology, and representation.

Graduating from UniSA with a double degree in Business (International Business) and Management (Marketing), Leila quickly found herself at the intersection of advertising and data analytics.

"I was offered a role when I was participating in a competition representing UniSA as a part of Students in Free Enterprise," she recalls. "I was on stage in the Australian Finals and one of the judges came up to me. He was a CEO, and he said, 'Hey, I think you'd be great in advertising. Give me a call when you're near graduating to see if you want to come and join us.'"

That conversation led Leila to Sydney and into the world of advertising, where she joined global powerhouse Ogilvy. There, she quickly noticed a gap: campaigns were being executed, but there was little attention paid to whether they were effective. A visit to a direct mail house then became her turning point. "I remember them distinctly telling me that every time there was a campaign, they had to re-clean the data and it would take several days and I couldn't quite wrap my head around it."

It was at this moment that Leila's business degree kicked in and the economics, statistics, and maths she'd enjoyed throughout her schooling years moved front and centre. She pivoted, returning to the CEO who had hired her and asking for a role that involved data. That conversation propelled her towards her first data analytics job, and she never looked back. "That was it. I was sold. I was in love from then onwards."

Today, Leila is Chief Data Officer at Digitas, where she works with numerous clients and brands on a diverse range of challenges, but all within the realm of using data for marketing and media. Her role is varied, complex, and constantly evolving – which is exactly how she likes it.

"A typical day for me, which I love, is not a typical day," she explains. "It can be anything from understanding how data can be used to improve the type of media that a client is using to what should be changed from a research and development perspective from a product that we're about to launch."

Her work touches on far more than just campaign performance. Leila is often involved in future-focused discussions that address the rapid pace of technological change and how to build and evolve in an environment where AI is advancing constantly. She also plays a key role in helping clients navigate varying regulatory environments across markets like the UK, Europe, and beyond.

One of the most pressing conversations in tech today is the risk of human biases, including racism and sexism, being embedded into AI and automated systems. Battling this bias has become one of Leila's most important missions. As a woman of colour in a field still striving for diversity, she is deeply aware of the role representation plays in shaping responsible technology. This led her to take a more active role in changing the system from within. "A couple of years ago I started really thinking about what I could do, and I spent a lot of time – and still spend a lot of time – thinking about and implementing approaches to reduce bias in the work we're doing and, in the industry, at large."

Her motivation is grounded in the very real risks posed by AI and data-led decision-making at scale. "If we think about how data and AI is using the historical data of the last 10, 20, 30-plus years, that is filled with the inherent biases and discriminatory practises that existed previously, there is an ability to perpetuate some of that discrimination and bias in the decisions that we make moving forward," she says.

"It can happen in a way that people don't realise is happening and even though it's unintentional, the harm that can come from that is still just as severe."

To mitigate that risk, Leila and her team take a multifaceted approach: addressing bias when they find it, keeping humans in the loop, and carefully evaluating which outcomes should or shouldn't be automated. But to her, the real power lies in who has a seat at the table. "I truly believe that the people that are in the rooms building the models, making the decisions, working with the data and AI – if they can be representative and reflective of the markets in which those models are being used – we will end up in a place where they are just inherently less biased and less discriminatory."

Leila's work doesn't stop there. She's currently Chair and Board Member of the Marketing Ethics Committee, a part of the Data & Marketing Association, the UK's largest trade body for data and marketing. Here, she helps to set industry standards around responsible data use to protect consumers and businesses. Back at Digitas, she's working to build what she calls "the world's most diverse data and analytics team."

Her modus operandi is simple: creating an environment and having practices that look to bring in people from different backgrounds and experiences; so that the people that are building and deciding are reflective and representative of the world in which we live.

"That to me is how we ultimately get to a point where AI is less likely to be harmful, less likely to be biased, and is much more likely to be able to deliver the benefits that everyone touts to."

And her efforts are paying off. In 2024, her team was named Best Data and Analytics Team at the DataIQ Awards. Since then, they've continued to gain recognition, recently securing a first-place award at the prestigious I-COM Global Data Creativity Awards.

As data and AI reshape the world of work, Leila believes this is a moment that everyone – not just data professionals – can engage with. Her advice for those looking to jump in and upskill? Start where you are.

"Try and do it in microbursts. Create little habits every day. No one needs to be proficient in coding but understand how AI is changing your role and how you can leverage AI to be faster, to be better. Just get comfortable with it. Having an understanding about how AI can be used in your current role and understanding how you can work with AI will be beneficial to your future success."

And for those looking to make a bigger career pivot? Leila recommends online learning.

"There are so many online free courses, so it's at anyone's disposal to kind of get in, be upskilled, and understand what's changing. There's also quite a lot of boot camps and apprenticeships that exist. I would think about ways to up and cross skill that are perhaps different than you would perhaps have thought about 10 or 20 years ago."

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