To develop our own set of AI and Ethics guiding principles, we started with people. We talked to folks all across the globe: We interviewed IDEO teams about where they found challenges. We spoke to our clients about where they saw intelligent systems go awry. We spoke to the public about where smart designs seemed to cross lines. We observed and read about AI systems that had gone off the rails and worked to understand how this might have been avoided. We learned a lot.
We came up with an original design, iterated on them, and landed on a set of four design principles and ten activities that can help guide an ethically responsible, culturally considerate, and humanistic approach to designing with data. These activities are meant to provoke thought; they’re a vehicle for introducing new ideas and stimulating conversations around ethics throughout the design process.