A presentation at Microsoft Future Decoded in in London, UK by Pieter Brinkman
#ethics in a #machinelearning world Pieter Brinkman @pieterbrink123
#ethics in a #machinelearning world Pieter Brinkman @pieterbrink123
@pieterbrink123
@pieterbrink123 Machine Learning Unproven Processes Massive Customer Data Stores Market Race
Checking restaurant hours @pieterbrink123 © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
The reaction… @pieterbrink123 ON THE TOPIC OF AI: I just watched the @Google #duplex video. Absolutely amazing. As AI grows, it’s not the machines that I’m afraid of, it’s the humans that control the machines that frighten me. AI will be used by the super rich to manipulate, deceive, and exploit us. 8:50 AM – 10 May 2018 @Peesha_Deel, Swirling Archer © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
The reaction… @pieterbrink123 realizing. The obvious question soon followed: Should AI software that’s smart enough to trick humans be forced to disclose itself. Google executives Mark Bergen, Bloomberg © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
The reaction… @pieterbrink123 Google Assistant making calls pretending to be human not only without disclosing that it’s a bot, but adding “ummm” and “aaah” to deceive the human on the other end with the room cheering it… horrifying. Silicon Valley is ethically lost, rudderless and has not learned a thing. 8:12 AM – 9 May 2018 @Zeynep, Zeynep Tufekci UNCSILS professor & NYTimes writer © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
The reaction… @pieterbrink123 With no exceptions so far, the sense of these reactions has confirmed what I suspected – that people are just fine with talking to automated systems so long as they are aware of the fact that they are not talking to another person. They react viscerally and negatively to the concept of machine-based systems that have the effect (whether intended or not) of fooling them into believing that a human is at the other end of the line. To use the vernacular: “Don’t try to con me, bro!” Lauren Weinstein, People for Internet Responsibility © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
@pieterbrink123
Who asks the question? @pieterbrink123 Ethics WHO? Bias prevention Gatekeeper © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
Artificial Intelligence “around the world” @pieterbrink123 Amazon, Google Top-ranked AI groups Nvidia Part of the growing trend of AI/ML research in Canada Microsoft, Apple, Intel Major players ranked behind leaders IBM, Facebook North Eastern US-based, growing globally © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
@pieterbrink123 Digital Marketing and Bias
Impact of bias: Exclusion @pieterbrink123 © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
Impact of bias: Exclusion @pieterbrink123 © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
Impact of bias: Exclusion @pieterbrink123 © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
Impact of bias: Exclusion @pieterbrink123 © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
Impact of bias: Exclusion @pieterbrink123 © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
Impact of bias: Exclusion @pieterbrink123 © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
Impact of bias: Exclusion @pieterbrink123 &$%#WHAT? © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
Features can introduce bias Direct bias Gender, race, age, etc. @pieterbrink123 Embedded bias Name, address, etc. © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
@pieterbrink123 COMPELLING TALE, CHAP!
But what can I do about it? @pieterbrink123 Integrity Individualize Diversity Organization adopts Context over Data & Team Diversity Culture of Integrity Demographics Fairness Testing © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
@pieterbrink123 Integrity Organization adopts a Culture of Integrity
Culture of Integrity Integrity is hard • Shifts in org culture • Removing the blame game • Enabling individuals on ethical scenarios @pieterbrink123
Culture of Integrity Organizations mimic behavior of their leaders! Must start from the top down @pieterbrink123
Culture of Integrity Ask SHOULD instead of COULD Individuals need to be supported to work in an environment where they can question decisions and actions. @pieterbrink123
Culture of Integrity Ultimately YOU are responsible. Ethics is everyone’s job! @pieterbrink123
@pieterbrink123 Individualize Context over Demographics
Individualize Behavior wins. Model outcomes based on actions, not assumptions based on age, gender, etc. @pieterbrink123
Individualize Track it. Safely. In order to model after behavior, you need to store behavioral data and profile it. Make sure you are doing this with privacy in mind! @pieterbrink123
Individualize Blindness is not a cure. Ignoring demographic data will not fix everything, but it sure can help! @pieterbrink123
Individualize Context takes time You need to build up behavioral data in order to make predictions. Existing data sets based on demographics are already out there. @pieterbrink123
Some fun with demographics! @pieterbrink123 © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
Choose your playlist @pieterbrink123 Smells like team spirit Nirvana © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
Choose your playlist Smells like team spirit Nirvana @pieterbrink123 Fallin’ Alicia Keys © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
Choose your playlist Smells like team spirit Nirvana @pieterbrink123 Fallin’ Alicia Keys Cleopatra Lumineers © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
Choose your playlist Smells like team spirit @pieterbrink123 Nirvana Fallin’ Alicia Keys Cleopatra Men, 35-50 Women, 30-40 Hipsters, 25-35 Lumineers © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
@pieterbrink123 Diversity Data and Team Diversity Fairness Testing
Diversity Lack of diversity in the team leads to unconscious bias. Think: Non-binary gender? Physical differences? Cultural differences? Ability differences? @pieterbrink123
Diversity Diverse teams can more easily break into other markets and deliver better experiences Think: China, Japan, etc. @pieterbrink123
Diversity Diverse data allows your algorithm to cover the entirety of your audience and increase accuracy of results Think: Will they tell the story of when you got it right? @pieterbrink123
@pieterbrink123 ETHICS ALL THE THINGS!
@pieterbrink123 Integrity Individualize Diversity Organization adopts Context over Data & Team Diversity Culture of Integrity Demographics Fairness Testing
THANK YOU. Be excellent to each other! Pieter Brinkman @pieterbrink123 Photo by Charles Strebor (https://www.flickr.com/photos/rantz/)
We control what data is collected, used, and potentially abused. With ML advances ethics is at the forefront of people’s minds. How do we protect individual privacy? How do we avoid bias? This session explores these topics and empowers the audience to take control and ask “Should we do this?”.
We are all guardians of the digital spaces our audiences live in. We control what data is collected, how it is used, how it is stored, and potentially how it can be abused. With advancements in Machine Learning, personalization, and individualization, we are looking at a new world of improved customer experiences. How do we make sure this is done in an ethical way? How do we protect individual privacy? How do we avoid bias in our algorithms? This session will explore these questions and others and empower the audience to take ownership of these issues.
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