How to eliminate social bias from artificial intelligence?

Given that computers, software, artificial intelligence, machine learning and other'intelligent' systems are human creations then it makes sense that such systems may contain social biases. Social biases may include interpretations of gender, ethnicity or social class, for example. Researchers from University of Massachusetts at Amherst have put forward the case that greater care needs to be taken when developing artificial intelligence that social biases are minimized. Outlining this, Professor Alexandra Meliou, who head up the university's College of Information and Computer Sciences, states: "The increased role of software and the potential impact it has on people's lives makes software fairness a critical property." As an example the researcher states that ethnic bias exists in online advertising delivery systems.