SUNTIMES develops a digital project to promote the authentic representation of LGBTQIA+ identities in brand language and advertising.
MILAN – SUNTIMES presents ChatLGBTQ+, a digital project entirely dedicated to inclusivity and respectful representation in the world of communication. Launched in 2025 as a response to growing collective awareness — in Italy, in 2024, 9% of the population identified as part of the LGBT+ community — ChatLGBTQ+ aims to offer a practical tool for brands, creators, agencies, communication professionals, and anyone who wants to adopt inclusive and representative language.
In a context where diversity is often treated as a label added after the fact, ChatLGBTQ+ shifts the perspective: not a filter to apply, but a starting point to build conscious, respectful, and up-to-date messages. Unlike ChatGPT, this bot is built and trained to provide support based on selected, transfeminist sources. It offers practical examples, guidelines, and suggestions on how to avoid stereotypes, recognize people’s identities, use gender-neutral language, and build genuinely representative narratives — even in advertising and creative fields.
“This project stems from the desire to bring inclusivity outside of SUNTIMES as well, where it’s already a solid pillar,” explains Nicholas Figoli, founder of SUNTIMES.
“With ChatLGBTQ+, we’ve created a tool designed to listen, learn, and participate — a constantly updated virtual assistant that makes communication more equitable and conscious.
Our team already uses ChatLGBTQ+ on a daily basis to improve communication and make it more open and inclusive. We chose to make it public and accessible to everyone so that as many people, agencies, and professionals in our field as possible can benefit from its support.
Once again, it’s our desire to create a Wonder Impact on the reality we live in that drives us: the more it’s used, the more we’ll have helped bring attention to such important issues — issues that should never be pushed aside.”
Designed to evolve over time thanks to contributions from the community and industry experts, ChatLGBTQ+ is adaptable to various fields: marketing, education, human resources, and institutional communication. It supports anyone looking to build more inclusive and representative language spaces, reflecting all the nuances of identity and expression.
“Artificial intelligence is a tool of immense power,” says Sofia Marolda, Senior Art Director.
“It’s up to us to decide how to use it — not just to increase efficiency or boost performance, but to grow as individuals and as a community.
We can use it to represent the LGBT+ community in a more authentic and respectful way externally, while also offering practical tools that improve relationships and interactions within workplaces, schools, and institutions — promoting a more inclusive environment for everyone.”
The service is accessible to all and can be tested directly on our website:
https://www.suntimes.it/chat-lgbt
Credits
SUNTIMES
Executive Creative Director: Selmi Barissever
Deputy Creative Director: Mic Piovosi
Senior Art Director: Sofia Marolda
Account Manager: Francesca Volpe
Senior Web Designer: Emanuela Prada