ProPublica | 10.12.16
D&S affiliate Surya Mattu, with Julia Angwin, Terry Parris Jr., and Seongtaek Lim, continue the Black Box series.
Depending on what data they are trained on, machines can “learn” to be biased. That’s what happened in the fall of 2012, when Google’s machines “learned” in the run-up to the presidential election that people who searched for President Obama wanted more Obama news in subsequent searches, but people who searched for Republican nominee Mitt Romney did not. Google said the bias in its search results was an inadvertent result of machine learning.
Sometimes machines build their predictions by conducting experiments on us, through what is known as A/B testing. This is when a website will randomly show different headlines or different photos to different people. The website can then track which option is more popular, by counting how many users click on the different choices.