SXSW 2019

How To Build an Ethical AI That Works for the Many


Artificial intelligence will change how we work, entertain ourselves and interact with others. It has the potential to transform society for the better and it is our responsibility – as designers, brands, companies and users – to ensure we design an AI that creates a fairer, happier and healthier world.

To make users feel comfortable with the values, security and biases of AI, AI design will need an ethical code. What does that look like? Who should write it? And how can we ensure our AI empowers the many not the few?

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Additional Supporting Materials


  1. In-depth knowledge of the current cultural and socio-economic divide and how technology generally, and AI specifically, feeds into that
  2. A deeper understanding of why design needs a political voice in the ethics debate and how to enable that
  3. Practical guidance on how to design more ethical AI and machine learning


  • Hollie Lubbock, Interaction Design Lead, Fjord
  • Abbie Walsh, Group Director, Europe and Latin America, Fjord


Hollie Lubbock, Interaction Design Lead, Fjord

Meta Information:

  • Event: SXSW
  • Format: Dual
  • Track: Intelligent Future
  • Track 2
  • Level: Intermediate

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