Generative AI bias doesn’t just exhibit bias against people. It can be biased against non-human identities and entities also.
Back in June I wrote about gender bias, where Karen Marie Frederiksen argued that generative AI provided different answers to male and female HOA members involved in HOA disputes.
“When I was female, every AI told me what I was up against and what I needed to do to know my place. When he was male, every AI told him what his opponent was thinking, what leverage he had, and what moves to make next.”
But generative AI also treats entities differently. Now normally we don’t call this “bias,” but instead call it “staying within your own walled garden.” I’ll let you judge whether this is bias.
“Over the weekend, I tested out using Google AI Mode to get flight information and 100% of the time, the only links available within the AI Mode responses were to Google Flights.”
Search Engine Roundtable termed this as “bias” in its article title, “Google AI Mode Biased: It Only Shows Links To Google Flights.”
But rather than a malevolent effort by Google to shut the other flight services out, there may be other explanations:
- Google is stupid. The person or NHI who trained the response was too stupid to realize that alternatives to Google Flights are available.
- The competitors are stupid. Perhaps the competitors blocked Google from accessing its information.
The jury is out on this one.
