Understanding Bias in AI: What Is Your Role, and Should You Care?

There are billions of people around the world whose online experience has been shaped by algorithms that utilize artificial intelligence (AI) and machine learning (ML). Some form of AI and ML is employed almost every time people go online, whether they are searching for content, watching a video, or shopping for a product. Not only do these technologies increase the efficiency and accuracy of consumption but, in the online ecosystem, service providers innovate upon and monetize behavioral data that is captured either directly from a user's device, a website visit or by third parties. Additionally, the collection and better utilization of data helps publishers generate revenue, minimize data risks and costs, and provide relevant consumer-preference-based audiences for brands. However, consumers and policymakers have been concerned in recent years about how AI algorithms and the biases they often contain might impact society.