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The Ethics Of AI And Machine Learning
February 27, 2018

Forrester released new research today that covers how businesses can remain ethical when it comes to artificial intelligence (AI) and machine learning and what organizations must do to identify and prevent harmful data discrimination.

Key findings from the report include:

  • AI will bring ethics into the spotlight. In the next three to five years, Forrester predicts that businesses will need to self-regulate, AI vendors will place the compliance onus firmly on buyers, and machine learning will further expose human bias.

  • Biased models harm customers, brands, and businesses. Transgressions could damage a brand's reputation, cause consumers to go to competitors, and potentially cost businesses up to 4% of annual revenue.

  • Machine learning models are as good as the data used to train them. Not all types of bias are harmful, as people have different preferences, behaviors, and propensities; however, if an algorithm doesn’t appropriately reflect a population or one variable cancels another out, the end result could discriminate against potential customers and chance their purchase decision.

Click here for more information, and please contact us if you'd like a copy of this report.

About Forrester

Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We work with business and technology leaders to develop customer-obsessed strategies that drive growth. Forrester’s unique insights are grounded in annual surveys of more than 500,000 consumers and business leaders worldwide, rigorous and objective methodologies, and the shared wisdom of our most innovative clients. Through proprietary research, data, custom consulting, exclusive executive peer groups, and events, the Forrester experience is about a singular and powerful purpose: to challenge the thinking of our clients to help them lead change in their organizations.


Jenna Vassallo
Marketing Manager
Forrester Research, Inc.

Tel. 617-613-5746



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