The document discusses designing ethical AI for a hotel chain's in-room virtual assistant. It provides examples of how an AI design team considers: 1) Conducting user interviews to understand guest needs and feedback mechanisms to improve the AI. 2) Ensuring guests can opt-out of the AI and data collection at any time. 3) Avoiding bias and promoting inclusiveness in the AI and data used.

1. Design for AI

2. Design Director - IBM iX

5. Music
Groupie

6. Design

7. Author of

8. Privacy & Monetization

9. 3

10. Data
http://uxtrategy.net
Driven
Design

11. “The future will reach us
on the trail of data that
we lay down for it.”
Ekta Rohra Jafri

12. What is AI?

14. What is AI responsibility?

15. ethical

16. sustainable

17. safe

18. acceptable

19. How do we design Ethical AI?

20. accountability

21. Mark Wilson
Fast Company6 on Stack
Overflow’s Developer Survey
Results 2018
“Nearly 50% of the (surveyed)
developers believe that the humans
creating AI should be responsible
for considering the ramifications of
the technology.
Not the bosses. Not the middle
managers. The coders &
designers.”

22. A hotel chain wants to embed artificial intelligence
into an in- room virtual assistant/concierge
to augment and personalize their users’ stay.
Sample

23. The team utilizes design researchers to contact real
guests in the hotels to understand their wants and needs
through face- to-face user interviews.
The team considers their own responsibility and have
implemented a feedback learning loop to better
understand preferences.
They have highlighted the ability for a guest to turn off the
AI at any point during their stay.
Sample

24. value aligned

25. AI should be designed to align
with the norms and values of your
user group in mind.

26. The team makes it clear to guests that
- AI assistant is designed to not keep any data, or monitor guests, without
their knowledge, even if it is listening for a wake word.
- The audio collected while listening for a wake word is auto- deleted every 5
seconds.
- Even if a guest opts in, the AI does not actively listen in on guests unless it
is called upon.
The team consults with linguists to ensure the AI will be able to speak in
guests’ respective languages and respect applicable customs.
Sample

27. explainability

28. AI should be designed for
humans to easily perceive,
detect, and understand its
decision process.

29. – Bias in AI: How we Build Fair AI
Systems and Less-Biased Humans
“If machines engage in human
communities as autonomous
agents, then those agents
will be expected to follow the
community’s social and moral
norms.
A necessary step in enabling
machines to do so is to identify
these norms. But whose norms?”

30. A researcher on the team, through interviews with hotel guests,
understands that the guests want a way to opt into having their
personal information stored.
Per GDPR (General Data Protection Regulation17), a guest must
provide his consent for opt-in as well as for having his information
stored and processed.
With permission, the AI offers recommendations for places to visit
during their stay. Guests can ask why these recommendations are
made and which set of data is being utilized to make them.
Sample

31. Fairness

32. AI must be designed to minimize
bias and promote inclusive
representation.

33. – Bias in AI: How we Build Fair AI
Systems and Less-Biased Humans
“IBM believes that [AI] actually
holds the keys to mitigating bias out
of AI systems – and offers an
unprecedented opportunity to shed
light on the existing biases we hold
as humans.“

35. The team ensures that the data collected about a user’s
race, gender, etc. in combination with their usage of the AI,
will not be used to market to or exclude certain
demographics.
The team inherited a set of data about guests from the
hotel. After analyzing this data and implementing it into a
build of the agent, they realize that it has a degree of
algorithmic bias from the data. They take the time to train
the model further on a bigger, more diverse set of data.
Sample

36. User Data Rights

37. The IEEE Global Initiative on Ethics
of Autonomous and Intelligent
Systems
“Individuals require mechanisms to
help curate their unique identity and
personal data
in conjunction with policies
and practices that make them
explicitly aware of consequences
resulting from the bundling
or resale of their personal data.”

38. During user interviews, the design researchers find that
the guests feel they should be provided with a summary of the
information that was acquired from them during their stay.
The hotel provides guests with a consent agreement to utilize the
AI hotel assistant before they begin using the AI’s services.
At checkout, they can instruct the hotel to remove all information
from the system if they wish.
Sample

39. Enterprise Design Thinking
Design for AI

40. Enterprise Design Thinking
TheLoop
Observe Reflect Make
© 2016 IBM Corporation
To define the problem and
generate an understanding of
opportunity on the ‘As is state’
.
To Ideate possibilities or
solutions to the defined
problem. Shortlist the most
impactful solutions . Ready to
act upon ideas.
To prototype the ‘To-be’
experience.
Map the user journey and the
actions required to achieve it .
Outcome : Detailed
solution ready for
implementation.
The continuous user
centric thinking
processes to be
constantly relevant .

42. Intent
Align your team on the intent for your group.

43. 20 mins

44. Data
Document any and all data your team can use to
make your intent a reality. Data fuels artificial
intelligence.

45. We have
Data
Document any and all
data you don’t have
that you’ll need to
accomplish your
intent.
Document any and all
data you have that
you’ll need to
accomplish your
intent.
20 mins
We don’t have
And data that is out
of reach because of
local policies

46. Understanding
Deconstruct your data sources into the components
you need to teach your AI.
10 mins

47. Reasoning
Your big idea may need to be rethought based
upon the data you are able to get and the
capabilities you have to teach your AI.

48. Knowledge
Are there any additional benefits or drawbacks from
this AI to your business, users, or stakeholders?
What are the worst possible outcomes and
circumstances?

49. 20 mins

50. https://www.ibm.com/design/ai/
https://www.ibm.com/design/thinking/page/toolkit

51. 01 www.scu.edu/ethics/ethics-resources/ethical-decision-making/what-is-ethics/ 02 ethicsinaction.ieee.org/
03 https://muledesign.com/2017/07/a-designers-code-of-ethics
04 https://forms1.ieee.org/AI--Ethics-in-Design-Program.html?LT=EA_LG_IAW
05 arxiv.org/abs/1808.07261
06 www.fastcodesign.com/90164226/what-developers-really-think-about-ai-and-bias
07 insights.stackoverflow.com/survey/2018/
08 www.ohchr.org/EN/pages/home.aspx
09 ethicsinaction.ieee.org
10 ethicsinaction.ieee.org
11 www.ibm.com/design/research/
12 www.ethicscanvas.org
13 https://www.ibm.com/ibm/responsibility/2017/
14 faculty.mtsac.edu/cmcgruder/moraljudgements.html
15 www.ibm.com/watson/advantage-reports/future-of-artificial-intelligence/building-trust-in-ai.html 16 www.ibm.com/blogs/policy/datarespo
17 martechtoday.com/guide/gdpr-the-general-data-protection-regulation
18 www.ibm.com/blogs/policy/bias-in-ai/
19 woebot.io
20 www.pewresearch.org/fact-tank/2016/09/21/the-state-of-privacy-in-america/
21 ibm.biz/eucprivacy
22 www.eugdpr.org/
23 ethicsinaction.ieee.org/
24 www.ohchr.org/EN/ProfessionalInterest/Pages/InternationalLaw.aspx