When SoFi asked leading AI tools to show “people who are good with money,” less than 2% of the images came back as women.​

Instead of publishing another report about AI bias, SoFi invited women to help change it.

The Challenge

SoFi wanted to spark a conversation about bias in AI without turning it into a lecture.

The experience needed to:

• Make a complex issue immediately understandable.
• Feel approachable and empowering rather than political or technical.
• Generate content that women would genuinely want to share.
• Hold up under the visibility and scrutiny that comes with a national consumer finance brand.

The answer wasn't another campaign explaining the problem.

It was a photo booth that let people become part of the solution.

Face of Finance campaign” SoFi press release

SnapShift AI transforms event attendees into polished professionals with AI-generated backgrounds, as demonstrated in the SoFi Face of Finance campaign.

What Happened at Brookfield Place

For two days at Brookfield Place in New York City, visitors stepped into a branded photo booth with a simple invitation: become the Face of Finance.

Participants posed for a portrait, and OutSnapped instantly transformed it into a polished campaign image using AI-generated visuals designed specifically for SoFi's "Face of Finance" campaign.

Within seconds, they received a share-ready portrait by text or email and could post it on social media for a chance to win Eras Tour tickets at SoFi Stadium. 

Behind the scenes, those portraits became part of SoFi's effort to build a more representative visual dataset, helping challenge the stereotypes AI had learned about who is "good with money."

The experience was inherently photogenic and shareable, which is why it ended up covered by outlets like Fortune, Yahoo Finance, and Financial Planning, as well as industry press talking about AI, bias, and synthography.

Why It Worked

It made AI bias tangible.

Most people understand that AI can reflect bias. Far fewer have the chance to interact with that idea firsthand. Instead of explaining the issue, SoFi let people step into it.

It put participants at the center.

Rather than talking about women in finance, the campaign celebrated real women through portraits they were proud to keep and share.

It created a story worth covering.

The activation combined a timely conversation about AI with an experience people could immediately understand, leading to coverage across major business and technology publications.

The technology stayed behind the scenes.

Participants didn't need to think about AI. They simply stepped into the booth, took a portrait, and left with an image that felt polished, personal, and meaningful.

The Results

The campaign proved that conversations about responsible AI don't have to start with a keynote or a whitepaper.

Sometimes they start with a photo.

What We Built

Ready to Turn a Conversation Into an Experience?

If you're looking for a way to make a complex idea feel personal, let's build an experience your audience won't just understand, they'll want to be part of.