itb-au logo
Story image

Pega strives to rid AI-based CX systems of discrimination

21 May 2020

Pegasystems (Pega) wants to do its part to help remove hidden biases from artificial intelligence (AI) that drives customer experience.

This week, the company launched a new Ethical Bias Check as part of its Pega Customer Decision Hub. The check is designed to flag possible discriminatory messages created by AI before those messages reach the customer.

As AI is being embedded in almost every aspect of customer engagement, certain high-profile incidents have made businesses increasingly aware of the risk of unintentional bias and its painful effect on customers,” explains Pegasystems vice president decisioning & analytics, Rob Walker. 

AI models can unintentionally learn biases related to age, ethnicity, or gender. This could lead to more harmful discrimination like offer fewer loans, insurance policies, or product discounts to underserved populations.

However, AI can add more value to customer interaction if it’s done right – benefits include beeper brand loyalty. 

Pegasystems states that businesses cannot afford to lose customer trust, particularly as the world recovers from the pandemic. 

The Ethical Bias Check claims to detect unwanted discrimination by using predictive analytics to simulate the likely outcomes of a given strategy. 

The Ethical Bias Check features an AI “brain,” which screens all AI decisions for bias – including which marketing offers to display on the web, which promotions to deliver in an email, or what service suggestions to make for each customer.

After setting their testing thresholds, clients receive alerts when the bias risk reaches unacceptable levels – such as if the audience for an offer skews toward or away from specific demographics. 

The check’s bias detection reports help clients understand why and where the issues might arise so they can correct the issues before they become problems.

Operations teams can then pinpoint the offending algorithm and adjust the strategy to help ensure a fair and more balanced outcome.

Companies can set acceptable thresholds for an element that could cause bias, such as age, gender, or ethnicity. Businesses can adjust these thresholds for scenarios where slanted outcomes may be justified.

Companies can also widen or narrow the thresholds to account for the desired outcomes of their engagement strategies.

Companies can include bias testing as a standard course of action when simulating strategy results. 

Pegasystems has previously introduced other features and functions in Pega Customer Decision Hub aimed at helping clients act responsibly with AI. This includes the T-Switch, which gives organisations control over the transparency of their artificial intelligence (AI) customer engagement models.

Story image
Alibaba Cloud Leader in Magic Quadrant for Cloud Database Management
The company’s DBMS has seen a doubling in demand year-over-year as more businesses are adopting database technologies.More
Story image
Facial recognition control solution hits A/NZ
The facial recognition reader scans users’ faces to identify them before providing access.More
Link image
How to supercharge digital transformation with Azure training
Cloud computing is proliferating fast in New Zealand, but many organisations are being held back by limited knowledge. Power up your transformation with Auldhouse's Azure training classes.More
Story image
Q&A: StorageCraft director on how backup and recovery has changed in 2020
Techday spoke to StorageCraft international product marketing senior director Florian Malecki, who discusses the importance of backup and recovery, the products and solutions that StorageCraft offers in this field, and the revenue opportunities partners can capitalise on. More
Link image
You’re invited: The secrets to workplace happiness in the post-pandemic world
It has been a rough year for workplace wellbeing, with disruption and health concerns worrying every employee. Join Poly’s A/NZ Kickstart 2021 on 10 December from 11am AEDT, where special guest Dr Justin Coulson will share secrets to workplace happiness in the post-pandemic world. Register now.More
Story image
COVID crisis creates demand for retraining, change management and remote onboarding in IT
Organisations are thinking longer-term about their digital and technology talent strategy.More