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The perpetual challenge of making fair AI models for a social media platform

14 October 2020

Bias is often believed to be the major risk associated with Artificial Intelligence. But it is not the system and algorithms that create bias itself but how the creators of algorithms define fairness for the systems. While this bias could lead an AI-based system rejecting someone’s loan application for the BFSI industry, for social media platforms, bias in AI would lead to not showing the content the users are interested to consume.

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Bias is often believed to be the major risk associated with Artificial Intelligence. But it is not the system and algorithms that create bias itself but how the creators of algorithms define fairness for the systems. While this bias could lead an AI-based system rejecting someone’s loan application for the BFSI industry, for social media platforms, bias in AI would lead to not showing the content the users are interested to consume.
For a native Indian social media platform, ShareChat, available in 15 different languages, the challenge is to make the created content accessible to the ones who are interested to consume it. Since ShareChat does not work on a following-based model but delivers a completely AI-driven content feed, Debdoot Mukherjee, Vice President- AI, ShareChat feels that the product and business are only as good as how closely they are able to assess what content the user will be interested in and serve it at the right time. Since all of this happens through AI, it makes AI core to the entire business of ShareChat.

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