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Responsible AI is a winner for everyone

Tara DeZao, Log in to subscribe to the Blog

AI at its best positively contributes to society in numerous ways, in both our professional and personal lives. At work, especially, AI makes us more productive, more creative, and more effective. However, as AI systems become increasingly sophisticated, particularly with the advent of generative AI, the risks of unintentional biases related to age, ethnicity, gender, and more have become more pronounced. AI bias can lead to skewed outcomes, regulatory violations, discriminatory customer engagements, and a significant loss of public trust degrading brand reputations. Acknowledging this challenge, Pega developed Ethical Bias Check.

Setting the stage for fair AI interactions

Ethical Bias Check was created to empower the world's leading brands, spanning sectors from financial services to healthcare, to ensure fairness and compliance in every customer interaction. This innovative tool enables brands to test their AI algorithms for bias before they are put into action. This proactive approach to bias testing is designed to be comprehensive yet manageable. That’s why we are thrilled to take home an Anthem Award from the International Academy of Digital Arts and Sciences (IADAS) in the Responsible Technology – Best Use of AI category for preventing discrimination in AI outcomes.

In the words of the IADAS, “The Anthem Awards were established to recognize and celebrate purpose and mission-driven work across various fields. They focus on honoring the impactful efforts of individuals, companies, and organizations that are dedicated to addressing social and global issues.” The awards cover a wide range of categories, including diversity and inclusion, sustainability, health, education, humanitarian work, and responsible technology among others. Unlike many other awards that focus on commercial success or artistic merit, the Anthem Awards specifically highlight work that aligns with social, environmental, and humanitarian goals.

Transforming AI engagement strategies

Ethical Bias Check is seamlessly integrated into Pega Customer Decision Hub™ and is now accessible to over 250 clients. This tool is crucial for brands looking to prevent discrimination in their AI algorithms, irrespective of the interaction's nature – be it a casual “happy birthday” email or a crucial mortgage offer. The ever-present risks of AI bias require consistent testing and oversight. Ethical Bias Check provides just that. It allows brands to incorporate bias testing as a standard procedure during strategy simulations. This includes setting thresholds for reporting, notifications, and alerts, and adjusting conditions to ensure comprehensive fine-tuning of engagement strategies for optimal performance and fairness.

Pega Ethical Bias Check represents a significant stride in the right direction for ethical AI use. It's an example of how technology can be used not only for efficiency and insight but also for upholding values of fairness and equity. As AI continues to evolve and become an integral part of customer engagement, tools like Ethical Bias Check will be vital in ensuring that innovation benefits everyone, free from the constraints of inherent biases. Here at Pega, we’re proud of Ethical Bias Check and we’re also proud to be in the company of so many amazing organizations who want to make the world a better place.

Interested in learning more about leaning into responsible AI? Check out these resources:


Industry: Cross-Industry Product Area: Customer Decision Hub Solution Area: Customer Engagement Topic: AI and Decisioning Topic: Personalized Customer Experiences

About the Author

Tara DeZao, Pega’s Product Marketing Director for AdTech and MarTech, helps some of the world’s largest brands make better decisions and get work done with real-time AI and intelligent automation.

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