Google recently pulled its Gemini image-generation feature offline due to bias concerns, raising questions about the dangers of generative AI and the need to address bias in AI systems. Transparency, clear processes, and explanations of AI decisions are essential to manage bias and build trust. PwC's Joe Atkinson suggests investing in techniques that allow users to understand the reasoning behind AI-generated content. Diversity in development teams and data collection processes can also help mitigate bias. Human involvement, such as human reviewers and user feedback, is vital in detecting biased content. Collaboration, knowledge sharing, and industry standards are crucial for addressing bias in generative AI.