by Christopher S Penn | Sep 18, 2020 | AI, Artificial Intelligence, Bias, Data Science, Machine Learning, Marketing, Marketing Data Science
Jessica asks, “Who’s liable for violations in marketing AI models, the company that hires the vendor, or the vendor? Anything in service agreements to look for?” Who’s liable when someone uses a tool improperly or illegally? Companies have some...
by Christopher S Penn | Sep 17, 2020 | AI, Artificial Intelligence, Bias, Data Science, Machine Learning, Marketing, Marketing Data Science
Tracy asks, “What are some questions you should ask vendors to better understand what data they use in their algorithms to make sure it’s not biased?” It’s not just questions we need to ask. Consider checking for bias to be like any other audit...
by Christopher S Penn | Sep 16, 2020 | AI, Artificial Intelligence, Bias, Data Science, Machine Learning, Marketing, Marketing Data Science
Gianna asks, “What’s the difference between fair and unfair bias? What’s the fine line?” Fair and unfair comes down to two simple things: laws and values. Statistical bias is when your sample deviates from the population you’re sampling...
by Christopher S Penn | Sep 15, 2020 | AI, Artificial Intelligence, Data Science, Machine Learning, Marketing, Marketing Data Science
Ashley asks, “If you choose to use public datasets for your ML models, like from Amazon or Google, can you trust that those are free of bias?” Can you trust a nutrition label on a food product? The analogy is the same. What’s in the box is important,...
by Christopher S Penn | Sep 14, 2020 | AI, Artificial Intelligence, Data Science, Marketing, Marketing Data Science
Elizabeth asks, “What’s the most common type of bias you see that we as marketers should be aware of?” There are so many to choose from, but I’ll start with two: confirmation bias, and selection bias. Confirmation bias corrupts the entire...
by Christopher S Penn | Sep 11, 2020 | AI, Artificial Intelligence, Data Science, Marketing, Marketing Data Science, Marketing Technology
Jim asks, “I am skeptical of data democratization because the average decision maker does not understand data collection, transformation, integration etc. Doesn’t AI make this an even bigger problem?” It depends on how abstracted the decision-maker...