Artificial intelligence (AI) is increasingly impacting critical business areas, including recruitment, healthcare, and sales. So it’s not a surprise that one question continues to linger: are AI algorithms biased?
The short answer is yes! AI is biased because the people who train it with data are biased. These biases can be implicit, societal, or caused by underrepresentation in data, which can be damaging to organizations. I
t doesn't matter how powerful the AI is or how big the company behind the AI is either. Google, one of the leaders in AI development, was recently called out after its large language model (LLM), Gemini, appeared to portray bias for particular ethnicities when it generated images.
OpenAI's ChatGPT has also been called a "woke AI" by high-profile figures including Elon Musk due to it supposedly having a bias towards certain values and political ideologies.
If customers get the idea that a company’s algorithm is prejudiced, it can turn them away from its product. That means lost revenue and a damaged reputation. So, how can you prevent AI bias?
Unfortunately, the most effective way to get unbiased AI systems is to have unbiased humans - which is pretty near impossible. However, there are several strategies you can follow - keep reading to discover them.
What is AI Bias?
AI bias, also sometimes called machine learning bias or algorithm bias, refers to situations where AI systems produce results that are prejudiced or unfair due to assumptions during the machine learning (ML) process.
AI systems are trained on massive datasets. If this data contains inherent biases, like reflecting historical prejudices or social inequalities, the AI system will learn those biases and incorporate them into its decision-making.
For instance, an AI system used for hiring might favour resumes that use traditionally masculine terms like "executed" or "captured" because these words were more common in past successful applications, even though those terms may not be relevant to the job itself.

The way AI algorithms are designed can also introduce bias. For example, an algorithm that relies heavily on past data to predict future outcomes may amplify existing biases. Imagine a system used to predict loan approvals.
If historically, loans were denied to people in certain neighbourhoods, the algorithm might continue to deny loans to people from those areas, even if their creditworthiness is good.
AI system. The results of AI bias can range from annoying to harmful. For example, a biased language translation system might portray one culture in a negative light. In a more serious case, a biased hiring algorithm could unfairly screen out qualified candidates.
That's why the field has become such important area of research, as experts try to develop methods to mitigate bias in AI systems.
Types of AI Bias
Let’s take a look at three common types of AI bias. They are:
1. Prejudice bias
This occurs when the training data contains existing prejudices, societal assumptions, and stereotypes. As a result, these biases are rooted in the learning model.
For example, Amazon discontinued its hiring algorithm when it realized it systematically discriminated against women applying for technical jobs, such as software engineer positions.
But this wasn’t a surprise. Amazon's existing pool of software engineers was overwhelmingly male at the time, and the program was fed resume data from those engineers and the people who hired them.
2. Sample selection bias
Sample selection bias is a result of the training data not being a representation of the population under study. Imagine an AI system trained to detect skin cancer. If it’s trained mostly on images of white skin, it’ll underperform when applied in the real world. This could lead to poorer healthcare outcomes for groups that weren’t represented in the data set.
3. Measurement bias
This bias occurs due to an error in the data collection or measurement process.
For example, in 2019, researchers discovered that an algorithm used in US hospitals to predict additional healthcare needs heavily favored white people over black people. This happened because the algorithm was trained to predict healthcare needs based on patients’ past healthcare expenditures.
White patients with similar diseases spent more than their black counterparts, so the algorithm heavily favored them.
Now that you know what AI bias is and the common types, let’s discuss how to mitigate them.
10 Ways to Prevent AI Bias
In a perfect world, you can totally prevent AI bias. You can rid your training dataset of conscious and unconscious suppositions on gender, race, or other perspectives, you can develop an unbiased AI system.
But it all comes down to one simple fact: an AI system is as good as the quality of data it receives. Humans are the ones who input data into these systems, and unfortunately, we’re biased.
On the bright side, we can reduce this by implementing some of the tips above and paying close attention to what our AI models are saying.
Here are ten key steps organizations developing AI must take to reduce AI bias across their systems.
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