Artificial intelligence helps determine which products are advertised to which consumers, who receives a job interview, who qualifies for certain credit products and a host of other decisions, according to Mitigating Bias in Artificial Intelligence: An Equity Fluent Leadership Playbook.
However, the publication adds that, « use of AI in predictions and decision-making can reduce human subjectivity, but it can also embed biases resulting in inaccurate and/or discriminatory predictions and outputs for certain subsets of the population. »
While marketers and others rely on AI to help target the best prospects for a company’s products and services, and to target potential employees, they also need to take steps to eliminate any unintentional bias from the AI algorithms, not just because it’s the right thing to do, but also because any underlying bias can keep their marketing messages from going to good potential customers.