IDEAS home Printed from https://ideas.repec.org/a/eee/techno/v138y2024ics0166497224001688.html
   My bibliography  Save this article

Addressing discriminatory bias in artificial intelligence systems operated by companies: An analysis of end-user perspectives

Author

Listed:
  • Borba, Rafael Lucas
  • de Paula Ferreira, Iuri Emmanuel
  • Bertucci Ramos, Paulo Henrique

Abstract

The use of AI in different applications for different purposes has raised concerns due to discriminatory biases that have been identified in the technology. This paper aims to identify and analyze some of the main measures proposed by Bill No. 2338/23 of the Federative Republic of Brazil to combat discriminatory bias that companies should adopt to provide and/or operate fair and non-discriminatory AIs. To do so, it will first attempt to measure and analyze people's perceptions of the possibility that AI systems are discriminatory. For this a qualitative descriptive exploratory was made using as a reference sample the inhabitants of the Southeast region of Brasil. The survey results suggest that people are more aware that AIs are not neutral and that they may come to incorporate and reproduce prejudices and discriminations present in society. The incorporation of such biases is the result of issues related to the quality and diversity of the data used, inaccuracies in the algorithms employed, and biases on the part of both developers and operators. Thus, this work sought to reduce this gap and at the same time break the barrier of the lack of dialogue with the public in order to contribute to a democratic debate with society.

Suggested Citation

  • Borba, Rafael Lucas & de Paula Ferreira, Iuri Emmanuel & Bertucci Ramos, Paulo Henrique, 2024. "Addressing discriminatory bias in artificial intelligence systems operated by companies: An analysis of end-user perspectives," Technovation, Elsevier, vol. 138(C).
    • Handle: RePEc:eee:techno:v:138:y:2024:i:c:s0166497224001688
    DOI: 10.1016/j.technovation.2024.103118
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0166497224001688
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.technovation.2024.103118?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Jarrahi, Mohammad Hossein, 2018. "Artificial intelligence and the future of work: Human-AI symbiosis in organizational decision making," Business Horizons, Elsevier, vol. 61(4), pages 577-586.
    2. Dwivedi, Yogesh K. & Hughes, Laurie & Ismagilova, Elvira & Aarts, Gert & Coombs, Crispin & Crick, Tom & Duan, Yanqing & Dwivedi, Rohita & Edwards, John & Eirug, Aled & Galanos, Vassilis & Ilavarasan, , 2021. "Artificial Intelligence (AI): Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy," International Journal of Information Management, Elsevier, vol. 57(C).
    3. Beloskar, Ved Dilip & Haldar, Arunima & Gupta, Anupama, 2024. "Gender equality and women’s empowerment: A bibliometric review of the literature on SDG 5 through the management lens," Journal of Business Research, Elsevier, vol. 172(C).
    4. Zhang, Chao & Zhu, Weidong & Dai, Jun & Wu, Yong & Chen, Xulong, 2023. "Ethical impact of artificial intelligence in managerial accounting," International Journal of Accounting Information Systems, Elsevier, vol. 49(C).
    5. Adrian Gepp & Martina K. Linnenluecke & Terrence J. O’Neill & Tom Smith, 2018. "Big data techniques in auditing research and practice: Current trends and future opportunities," Journal of Accounting Literature, Emerald Group Publishing Limited, vol. 40(1), pages 102-115, February.
    6. Inga Ulnicane & Aini Aden, 2023. "Power and politics in framing bias in Artificial Intelligence policy," Review of Policy Research, Policy Studies Organization, vol. 40(5), pages 665-687, September.
    7. Sales Silva, Sara Talita & Barros, Regina Mambeli & Silva dos Santos, Ivan Felipe & Maria de Cassia Crispim, Adriele & Tiago Filho, Geraldo Lúcio & Silva Lora, Electo Eduardo, 2022. "Technical and economic evaluation of using biomethane from sanitary landfills for supplying vehicles in the Southeastern region of Brazil," Renewable Energy, Elsevier, vol. 196(C), pages 1142-1157.
    8. Cui, Yuanyuan (Gina) & van Esch, Patrick & Phelan, Steven, 2024. "How to build a competitive advantage for your brand using generative AI," Business Horizons, Elsevier, vol. 67(5), pages 583-594.
    9. Ionut Anica-Popa & Liana Anica-Popa & Cristina Radulescu & Marinela Vrincianu, 2021. "The Integration of Artificial Intelligence in Retail: Benefits, Challenges and a Dedicated Conceptual Framework," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 23(56), pages 120-120, February.
    10. Fraisse, Henri & Laporte, Matthias, 2022. "Return on investment on artificial intelligence: The case of bank capital requirement," Journal of Banking & Finance, Elsevier, vol. 138(C).
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Volkmar, Gioia & Fischer, Peter M. & Reinecke, Sven, 2022. "Artificial Intelligence and Machine Learning: Exploring drivers, barriers, and future developments in marketing management," Journal of Business Research, Elsevier, vol. 149(C), pages 599-614.
    2. Abdelhalim, Esraa & Anazodo, Kemi Salawu & Gali, Nazha & Robson, Karen, 2024. "A framework of diversity, equity, and inclusion safeguards for chatbots," Business Horizons, Elsevier, vol. 67(5), pages 487-498.
    3. Ramaul, Laavanya & Ritala, Paavo & Ruokonen, Mika, 2024. "Creational and conversational AI affordances: How the new breed of chatbots is revolutionizing knowledge industries," Business Horizons, Elsevier, vol. 67(5), pages 615-627.
    4. Armenia, Stefano & Franco, Eduardo & Iandolo, Francesca & Maielli, Giuliano & Vito, Pietro, 2024. "Zooming in and out the landscape: Artificial intelligence and system dynamics in business and management," Technological Forecasting and Social Change, Elsevier, vol. 200(C).
    5. Ida Merete Enholm & Emmanouil Papagiannidis & Patrick Mikalef & John Krogstie, 2022. "Artificial Intelligence and Business Value: a Literature Review," Information Systems Frontiers, Springer, vol. 24(5), pages 1709-1734, October.
    6. Hans Fredrik Hansen & Elise Lillesund & Patrick Mikalef & Νajwa Altwaijry, 2024. "Understanding Artificial Intelligence Diffusion through an AI Capability Maturity Model," Information Systems Frontiers, Springer, vol. 26(6), pages 2147-2163, December.
    7. Arpan Kumar Kar & Amit Kumar Kushwaha, 2023. "Facilitators and Barriers of Artificial Intelligence Adoption in Business – Insights from Opinions Using Big Data Analytics," Information Systems Frontiers, Springer, vol. 25(4), pages 1351-1374, August.
    8. Robertson, Jeandri & Ferreira, Caitlin & Botha, Elsamari & Oosthuizen, Kim, 2024. "Game changers: A generative AI prompt protocol to enhance human-AI knowledge co-construction," Business Horizons, Elsevier, vol. 67(5), pages 499-510.
    9. José Juan Alvarado-Flores & Jorge Víctor Alcaraz-Vera & María Liliana Ávalos-Rodríguez & Erandini Guzmán-Mejía & José Guadalupe Rutiaga-Quiñones & Luís Fernando Pintor-Ibarra & Santiago José Guevara-M, 2024. "Thermochemical Production of Hydrogen from Biomass: Pyrolysis and Gasification," Energies, MDPI, vol. 17(2), pages 1-21, January.
    10. Siliang Tong & Nan Jia & Xueming Luo & Zheng Fang, 2021. "The Janus face of artificial intelligence feedback: Deployment versus disclosure effects on employee performance," Strategic Management Journal, Wiley Blackwell, vol. 42(9), pages 1600-1631, September.
    11. Shanyu Lin & Esra Sipahi Döngül & Serdar Vural Uygun & Mutlu Başaran Öztürk & Dinh Tran Ngoc Huy & Pham Van Tuan, 2022. "Exploring the Relationship between Abusive Management, Self-Efficacy and Organizational Performance in the Context of Human–Machine Interaction Technology and Artificial Intelligence with the Effect o," Sustainability, MDPI, vol. 14(4), pages 1-22, February.
    12. Michael Vössing & Niklas Kühl & Matteo Lind & Gerhard Satzger, 2022. "Designing Transparency for Effective Human-AI Collaboration," Information Systems Frontiers, Springer, vol. 24(3), pages 877-895, June.
    13. Arafat Hamdy & Ahmed Diab & Aref M. Eissa, 2025. "Digital Transformation and the Quality of Accounting Information Systems in the Public Sector: Evidence from Developing Countries," IJFS, MDPI, vol. 13(1), pages 1-22, February.
    14. Evangelos Katsamakas & Oleg V. Pavlov & Ryan Saklad, 2024. "Artificial intelligence and the transformation of higher education institutions," Papers 2402.08143, arXiv.org.
    15. Yang Shen, 2024. "Future jobs: analyzing the impact of artificial intelligence on employment and its mechanisms," Economic Change and Restructuring, Springer, vol. 57(2), pages 1-33, April.
    16. Woszczyna Karolina & Mania Karolina, 2023. "The European map of artificial intelligence development policies: a comparative analysis," International Journal of Contemporary Management, Sciendo, vol. 59(3), pages 78-87, September.
    17. Vincenzo Varriale & Antonello Cammarano & Francesca Michelino & Mauro Caputo, 2025. "Critical analysis of the impact of artificial intelligence integration with cutting-edge technologies for production systems," Journal of Intelligent Manufacturing, Springer, vol. 36(1), pages 61-93, January.
    18. Chen, Pengyu & Chu, Zhongzhu & Zhao, Miao, 2024. "The Road to corporate sustainability: The importance of artificial intelligence," Technology in Society, Elsevier, vol. 76(C).
    19. Yi Sun & Shihui Li & Lingling Yu, 2022. "The dark sides of AI personal assistant: effects of service failure on user continuance intention," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(1), pages 17-39, March.
    20. Maslinawati Mohamad & Fatmawati Jusoh & Noor Faiza M. Ja'afar & Rabiatul Alawiyah Zainal Abidin, 2024. "From Threat to Shield: How Fintech Empowers Financial Institutions in Combating Fraud," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(14), pages 346-354, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:techno:v:138:y:2024:i:c:s0166497224001688. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.sciencedirect.com/science/journal/01664972 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.