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When it comes to artificial intelligence and inequality, algorithmic bias rightly receives a lot of attention. But it’s just one way that AI can lead to inequitable outcomes.

To truly create equitable AI, we need to consider three forces through which it might make society more or less equal: technological forces, supply-side forces, and demand-side forces. The last of these is particularly underemphasized.

The use of AI in a product can change how much customers value it — for example, patients who put less stock in an algorithmic diagnosis — which in turn can affect how that product is used and how those working alongside it are compensated.

Simon Friis and James Riley James W. Riley from the blackbox Lab explain more in ÐÔÊÓ½ç Business Review.