Algorithms that are trained to find patterns in data—commonly known as AI—have already become a transformative force in business. But a recent experience reminded me of some of the fundamental problems with AI algorithms that are trained to optimize for the wrong things—an issue that can create unforeseen consequences, especially when there is no human oversight.
Earlier this year, I purchased a number of Google ads to attract customers to a product being offered by the AI company I founded. Google has a feature where its AI figures out the best search keywords to associate with your ads, and we decided to go with this simple option.
We got lots of clicks on the ads, but to our disappointment, many of those users barely looked at the product and left our website after only a few seconds. On closer inspection, it turned out that Google’s AI had picked up the word “models” from our ad—we offer AI predictive models—and decided that the best way to optimize clicks was to…
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Source : fastcompany.com
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