IBM explores AI-powered tools to reduce bias in online ad targeting

(PC: reuters.com)

IBM Corp is working on developing tools that ensure online advertising algorithms do not display ads to only specific sets such as men or wealthy people. With these AI tools, they plan to address the discrimination concerns that have drawn from scrutiny. 

 The company says that they have a deployed a team of 14 members to research the “fairness” in ads for the next six months, exploring ways to spot and reduce unintended bias, including in the audience and the message themselves.

"The foundation of advertising is crumbling and, we have to rebuild the house", said IBM Senior Vice President Bob Lord. "While we're at it, let's ensure fairness is in the blueprint."

IBM’s initial analysis of its ad purchases shows that ads can be shown fairly and equally to all groups, without affecting measures like the percentage of users who click an ad, said Robert Redmond, head of AI ad product design.

The company also plans to analyze data from the non-profit Ad Council’s public service announcements about COVID-19 vaccines.

To know more details, click this link.

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