How Confirmation Bias Affects Brands' AI Future

#artificialintelligence 

Confirmation bias is "the tendency to search for, interpret, favor, and recall information in a way that confirms or supports one's prior beliefs or values", says Wikipedia. Social media has brought the mechanics of confirmation bias into the public consciousness and discussion of filter bubbles and echo chambers – indeed, a 2018 study showed that 90% of Wikipedia contributors were male. However, confirmation bias has been a force throughout history. Technology and algorithms have merely accelerated and automated the ways we can avoid the hard work of critical thinking. Confirmation bias exists because the human brain exists in a strange state of being simultaneously overworked, enraptured, and lazy.

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