Why it's so damn hard to make AI fair and unbiased

Let's play a little game. Imagine that you're a computer scientist. Your company wants you to design a search engine that will show users a bunch of pictures corresponding to their keywords -- something akin to Google Images. You're a great computer scientist, and this is basic stuff! But say you live in a world where 90 percent of CEOs are male. Should you design your search engine so that it accurately mirrors that reality, yielding images of man after man after man when a user types in "CEO"? Or, since that risks reinforcing gender stereotypes that help keep women out of the C-suite, should you create a search engine that deliberately shows a more balanced mix, even if it's not a mix that reflects reality as it is today?