How to prioritise humans in artificial intelligence design for business

Through the pervasive use of massive amounts of data to automate decisions and processes, artificial intelligence (AI) constitutes one of the most impactful developments for businesses and organisations in general. However, this fast-paced and unstoppable trend raises ethical issues. How can we ensure that AI development is fair, when the algorithms at its core are designed with (often unconscious) racist, sexist, or other biases? Lorena Blasco-Arcas and Hsin-Hsuan Meg Lee propose a human-centred view for the design of specific frameworks and regulatory systems. "Okay, Google, what's the weather today?" "Sorry, I don't understand."