How companies can avoid ethical pitfalls when building AI products

Across industries, businesses are expanding their use of artificial intelligence (AI) systems. AI isn't just for the tech giants like Meta and Google anymore; logistics firms leverage AI to streamline operations, advertisers use AI to target specific markets and even your online bank uses AI to power its automated customer service experience. For these companies, dealing with ethical risks and operational challenges related to AI is inevitable – but how should they prepare to face them? Poorly executed AI products can violate individual privacy and in the extreme, even weaken our social and political systems. In the U.S., an algorithm used to predict likelihood of future crime was revealed to be biased against Black Americans, reinforcing racial discriminatory practices in the criminal justice system.