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Bias in Generative AI

  • Vrinda Mathur
  • Feb 09, 2024
  • Updated on: Oct 01, 2023
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As generative AI becomes more common, there are rising concerns about the possibility of biases appearing in the language learning models that train these tools, as well as the outcomes they produce. While AI has the potential to provide enormous benefits, it is critical to acknowledge that it is not without bias. This article will look at the problem of bias in generative AI, as well as the origins of bias and potential solutions.

 

What is Generative AI?

 

ChatGPT, which debuted in late 2022, awoke the world to the disruptive power of artificial intelligence (AI). The technology underlying the powerful new chatbot represents one of the most significant advances in AI history—rather than simply analyzing or classifying existing data, generative AI is capable of creating something wholly new, such as text, graphics, audio, synthetic data, and more. It will enable unprecedented human creativity and productivity in business, science, and society as a whole.

 

From ChatGPT to DAL-E, the next generation of generative AI applications has arisen from foundation models, which are complicated machine learning systems trained on enormous amounts of data (text, photos, audio, or a combination of data kinds). 

Companies can now develop specialized image- and language-generating models on top of these core models, thanks to recent advancements. The majority of today's foundation models are large language models (LLMs) that have been trained on natural language.

 

The value of these systems comes not only in their small size, but also in their ability to be swiftly adapted for a wide range of downstream tasks without the requirement for task-specific training. In zero-shot learning, the model predicts on a basic understanding of the link between multiple concepts rather than individual examples. 

 

One-shot learning is an in-context learning technique in which the model is primed to generate predictions with a single sample. Few-shot learning involves priming the model with a small number of instances and then allowing it to create responses in an unknown domain.

 

The implementation of pre-trained foundation models with remarkable adaptability to new jobs will have far-reaching implications. According to Accenture's 2023 Technology Vision research, 97% of global executives agree that foundation models would enable cross-data type interactions, revolutionizing where and how AI is utilized. Businesses will need to leverage the full potential of generative AI to compete in the future market.

 

One-shot learning is an in-context learning technique in which the model is primed to generate predictions with a single sample. Few-shot learning involves priming the model with a small number of instances and then allowing it to create responses in an unknown domain.

 

The implementation of pre-trained foundation models with remarkable adaptability to new jobs will have far-reaching implications. According to Accenture's 2023 Technology Vision research, 97% of global executives agree that foundation models would enable cross-data type interactions, revolutionizing where and how AI is utilized. Businesses will need to leverage the full potential of generative AI to compete in the future market.

 

Benefits of Generative AI

 

Among the AI architecture advancements that can be utilized to automate, augment humans or machines, and autonomously execute business and IT operations are foundation models, such as generative pretrained transformers (which drive ChatGPT).

 

Image generating techniques that perpetuate outmoded stereotypes are a prominent example of bias in generative AI. For example, when asked to generate a CEO, a programme may return photos of a middle-aged white man in a suit or a young lady when asked to make a flight attendant. Text models can also be biased in subtler ways, such as employing different adjectives to describe masculine characters vs female characters or making insulting assumptions about someone's history or attitude depending on their race.

 

The advantages of generative AI include speedier product creation, improved customer experience, and increased employee productivity, but the specifics vary depending on the use case. End users should be realistic about the value they want to achieve, especially when using a service that has significant limits. Generative AI generates artifacts that can be erroneous or biased, necessitating human validation and potentially restricting the amount of time it saves workers. Gartner suggests linking use cases to KPIs to guarantee that any project improves operational efficiency, generates net new income, or provides better experiences.

 

In a recent Gartner webinar poll of over 2,500 executives, 38% stated that the key goal of their generative AI investments is customer experience and retention. Revenue growth (26%), cost reduction (17%), and business continuity (7%) followed.

 

Gartner has been tracking generative AI on its Artificial Intelligence Hype CycleTM since 2020 (generative AI was also one of our Top Strategic Technology Trends for 2022), and the technology has progressed from the Innovation Trigger phase to the Peak of Inflated Expectations. However, generative AI did not break into the public until late 2022, with the release of ChatGPT, a chatbot capable of remarkably human-like conversations.

 

OpenAI's ChatGPT app exploded in popularity overnight, capturing public attention. (In a related generative AI invention, OpenAI's DALLE 2 tool makes visuals from text in a similar manner.)

 

Bias in Generative AI


Infographic listing areas where generative AI showed bias

Bias in Generative AI


Bias, a phrase we're all familiar with, takes on new meaning in generative AI. Bias in AI is defined as the unfairness or biased perspectives that might occur in content generated by AI models.

 

This post will deconstruct the notion, looking at how it emerges in generative AI and why it's such a pressing issue. To understand the impact of bias on AI-generated material, we'll eschew jargon and go into real-world instances.

 

Many of the hazards posed by generative AI are "heightened and more alarming than others," according to Tad Roselund, managing director and senior partner at consulting firm BCG. These threats necessitate a complete response that includes a well-defined strategy, solid governance, and a commitment to responsible AI. These critical challenges must be addressed in a business culture that promotes generative AI ethics.

 

  1. Hazardous content distribution

 

AI systems can generate material automatically in response to human text requests. "These tools can bring significant productivity gains, but they can also be exploited for harm, either purposeful or unintended," noted Bret Greenstein, partner, cloud and digital analytics insights at professional services firm PwC. For example, an AI-generated email sent on behalf of the organization could contain harsh language or provide staff with damaging advice. Greenstein stated that generative AI should be used to supplement, not replace, humans or processes to verify that content fulfils the company's ethical expectations and promotes its brand values.

 

  1. Copyright. 

 

There are currently no verifiable data governance and security assurances for confidential company data. Users should anticipate that any data or searches they make into ChatGPT or its competitors will become public information, and we recommend that organizations implement safeguards to avoid mistakenly disclosing IP. 

 

  1. Cybersecurity and deception

 

Enterprises must prepare for criminal actors' exploitation of generative AI systems for cyber and fraud attacks, such as those that use deep fakes for people social engineering, and ensuring mitigating mechanisms are in place. Check with your cyber-insurance provider to see if your current policy covers AI-related breaches.

 

  1. Invasion of personal information
     

Large language models (LLMs) for generative AI are trained on data sets that may contain personally identifiable information (PII) about persons. According to Abhishek Gupta, founder and lead researcher at the Montreal AI Ethics Institute, this data can occasionally be extracted with a simple text prompt. Furthermore, when compared to traditional search engines, it may be more difficult for a consumer to identify and request the removal of material. Companies who create or improve LLMs must ensure that PII is not contained in the models and that removing PII from these models is simple in order to comply with privacy rules.

 

  1. Sustainability.
     

Significant quantities of electricity are consumed by generative AI. Select providers who cut power use and use high-quality renewable energy to help you meet your environmental goals.

 

  1. Amplification of existing bias
     

Generative AI has the potential to amplify existing biases; for example, bias can be found in data used to train LLMs that is not under the control of the organizations that employ these language models for specific applications. Greenstein believes that it is critical for AI companies to have diverse CEOs and subject matter experts to assist discover unconscious bias in data and models.

 

  1. Employee roles and morale
     

According to Greenstein, AI can undertake a lot more of the daily jobs that knowledge workers do, such as writing, coding, content generation, summarization, and analysis. Despite the fact that worker displacement and replacement have been underway since the first AI and automation tools were implemented, the pace has quickened as a result of advances in generative AI technology. Greenstein continued, "the future of work itself is changing, and the most ethical organizations are investing in this [transformation]."

 

Investments in preparing some segments of the workforce for the new tasks created by generative AI applications have been made as ethical answers. Companies, for example, will need to assist people in developing generative AI capabilities like prompt engineering. "The truly grave ethical dilemma for generative AI adoption is its impact on organizational design, work, and, eventually, individual workers."

 

  1.  Lack of explanation 

 

According to Zoldi, many generative AI systems link facts together probabilistically, which derives from how AI has learned to associate data items with one another. However, while utilizing applications like ChatGPT, these details aren't always revealed. As a result, the reliability of data is put into question.

 

Analysts aim to find a causal explanation for results when they investigate generative AI. However, machine learning models and generative AI look for correlations rather than causality.

 

Future Outcomes

 

While AI has the potential to provide enormous benefits, it is critical to acknowledge that it is not without bias. The goal now is to ensuring that we enable positive use cases while reducing hazards. As we continue to develop more complex generative AI models, we must work towards mitigating biases while also improving our collective literacy on the strengths and limitations of these systems. By doing so, we can ensure that AI is beneficial to humans and aligned with human values. It’s a pretty exciting time to be alive, don’t you agree?

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