Jennifer Stirrup: 11:27 I do agree that actually, that should happen even if it's not happening right now. I know many organizations have an induction process and that ethics could be embedded and is part of that process, but I do think the whole story about ethics really means that it should be an ongoing conversation and not something that we ever should stop talking about and being customer-centered really means that we have to think about the ethics as we go along. Especially if we see something in the news and you think actually that's not a good way to treat people, and we can see how your customers respond to that. For example, if you do the over the airline example really makes people thought more carefully and to think we have to try and use technology for good purposes and it can so easily be used the wrong purposes. Deepfake technology is all about see, for example, taking someone's face and embedding it on a film.

In this three part blog series, Elizabeth and Jen will be focusing on the ethics of AI and data. So often, we hear how we have to be data-driven, but it is not enough. We need to be human-centred. In this three part series, we will look at important topics such as DeepFakes, Bias and AI, why these phenomenon happen, and what we can do about it. At the beginning of 2019, Alexandria Ocasio-Cortez made headlines by stating that algorithms can perpetuate racism.