Author: Chiara Longoni, Associate Professor, Marketing and Social Science, Bocconi University

Artificial intelligence (AI) makes important decisions that affect our everyday lives. These decisions are implemented by firms and institutions in the name of efficiency. They can help determine who gets into college, who lands a job, who receives medical treatment and who qualifies for government assistance. As AI takes on these roles, there is a growing risk of unfair decisions – or the perception of them by those people affected. For example, in college admissions or hiring, these automated decisions can unintentionally favour certain groups of people or those with certain backgrounds, while equally qualified but underrepresented applicants get overlooked.…