{"id":35790,"date":"2018-11-13T19:58:55","date_gmt":"2018-11-14T00:58:55","guid":{"rendered":"https:\/\/digital.hbs.edu\/platform-rctom\/submission\/exploring-facebook-and-the-ethics-of-machine-learning\/"},"modified":"2018-11-13T19:59:20","modified_gmt":"2018-11-14T00:59:20","slug":"exploring-the-ethics-of-machine-learning-at-facebook-where-does-it-draw-the-line","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/exploring-the-ethics-of-machine-learning-at-facebook-where-does-it-draw-the-line\/","title":{"rendered":"Exploring the ethics of machine learning at Facebook \u2013 where does it draw the line?"},"content":{"rendered":"

Should Facebook be allowed to listen in on your private conversations?<\/strong><\/h3>\n

To many, the answer is an obvious \u201cno\u201d, and CEO Mark Zuckerberg denies that Facebook does so.[1]<\/a> But try tweaking the question:<\/p>\n

Should Facebook be allowed to listen in on the private conversations of potential terrorists<\/em>? What if its machines have flagged someone, and it may be able to stop an attack?<\/p>\n

The ethics around machine learning are contentious, and Facebook\u2019s actions over the next decade may shape how society thinks about privacy, ethics, and technology.<\/p>\n

 <\/p>\n

Why is machine learning important to Facebook?<\/strong><\/h3>\n

Many people focus on the ways Facebook uses machine learning to enhance its core product. For instance, it uses its DeepText and DeepFace systems to analyze users\u2019 posts, allowing it to serve better ads and optimize news feeds with content that users will \u201ccare most about\u201d.[2]<\/a>, [3]<\/a><\/p>\n

Beyond its core ads, however, Facebook also uses machine learning to drive positive social impact in fields like suicide prevention and counter-terrorism.<\/p>\n

 <\/p>\n

Suicide prevention<\/em><\/p>\n

Facebook now uses pattern recognition to sift through posts and identify people who may be at risk to commit suicide. For instance, it may identify posts speaking of sadness or comments like \u201cAre you OK?\u201d or \u201cI\u2019m worried about you\u201d. [4]<\/a><\/p>\n

 <\/p>\n

\"\"<\/a>
Facebook post that may be flagged for potential suicide risk<\/figcaption><\/figure>\n

 <\/p>\n

Once it does so, it can message that user mental health resources and a crisis counselor through Messenger. [5]<\/a><\/p>\n

While this can be seen as a privacy violation, according to a suicide helpline chief, this move was \u201cnot just helpful but critical\u201d. [6]<\/a><\/p>\n

 <\/p>\n

Fighting terrorism<\/em><\/p>\n

Facebook has also used machine learning to identify and remove posts that spread terrorism from ISIS and Al Qaeda. Since the beginning of 2018, it has already removed more than 14 million pieces of content and reduced its average time to remove posts from 14 hours to less than two minutes. [7]<\/a>[8]<\/a><\/p>\n

Facebook is using machine learning not just to drive its core product, but also to build products that help its communities.<\/p>\n

 <\/p>\n

The future<\/strong><\/h3>\n

Over the next decade, Facebook is going to need to make serious decisions around the how <\/em>and\u00a0what<\/em> of machine learning.<\/p>\n

The How<\/em><\/p>\n

How machines acquire data is sparking significant controversy. People insist that Facebook listens in on their conversations, citing stories about simply talking about a product before seeing an ad for it on Facebook.<\/p>\n

Zuckerberg denies that Facebook does this.[9]<\/a> Assuming he is telling the truth, there are two possible explanations for this phenomenon:<\/p>\n

    \n
  1. Frequency illusion:<\/strong> We only notice the ad because we recently spoke about it, and we would have otherwise scrolled over it without noticing it.[10]<\/a><\/li>\n
  2. Taking data from our connections:<\/strong> When we talk about products with friends, those friends may search them online. Facebook could then get that data from our friends, and knowing we are friends, apply it to us. [11]<\/a><\/li>\n<\/ol>\n

    This raises serious ethical questions for the next decade. Should Facebook be able to listen in on users or learn about users through their friends\u2019 data? What if it brings significant societal benefit?<\/p>\n

     <\/p>\n

    The What<\/em><\/p>\n

    Beyond how its machines get data, Facebook will also need to decide what data it allows its machines to compile and analyze.<\/p>\n

    For instance, Michal Kosinski, the well-known Polish psychologist, claims that AI can use facial recognition to identify traits such as political views. [12]<\/a>While these findings are disputed, if they are true, should Facebook pursue this or is it too intrusive and uncertain?<\/p>\n

     <\/p>\n

    What should Facebook do?<\/strong><\/h3>\n

    Moving forward, Facebook will find itself in a powerful position. It will no longer just be making technology decisions \u2013 it will be making ethical decisions that impact the world at large.<\/p>\n

    In doing so, I think it is critical that it does not make these decisions alone. It should partner with governments to dictate policy, and it should crowdsource feedback from its users to inform their decisions.<\/p>\n

    I think this is important for two reasons:<\/p>\n

      \n
    1. If Facebook acts alone, it is far more likely to face backlash and potential legal issues.<\/li>\n
    2. Facebook now has 2.27 billion monthly active users.[13]<\/a> I don\u2019t think it is right for one company to make such important decisions without broad feedback.<\/li>\n<\/ol>\n

      By collaborating with governments and its users, it will gain more buy-in to its platform, face less backlash, and hopefully find the optimal balance between privacy and technology for society.<\/p>\n

       <\/p>\n

      Machine learning and ethics<\/strong><\/h3>\n

      Facebook finds itself at the intersection of machine learning and ethics, and its decisions will not just affect its own business but also society at large.<\/p>\n

      Do you think Facebook should be able to listen in on people\u2019s conversations? What if it has flagged them as a potential terrorist? Is the violation of privacy worth the potential societal benefit it can bring?<\/p>\n

       <\/p>\n

      (794 words)<\/p>\n

       <\/p>\n

      Citations<\/strong><\/p>\n

      [1]<\/a> Fagan, K. (2018).\u00a0Mark Zuckerberg tells Congress it’s a ‘conspiracy theory’ that Facebook uses your microphone to spy on you<\/i>. [online] Business Insider. Available at: https:\/\/www.businessinsider.com\/facebook-does-not-use-your-microphone-to-spy-on-you-zuckerberg-2018-4 [Accessed 14 Nov. 2018].<\/p>\n

      [2]<\/a>\u00a0Kaput, M. (2018).\u00a0How Facebook Uses Artificial Intelligence and What It Means for Marketers<\/i>. [online] Marketingaiinstitute.com. Available at: https:\/\/www.marketingaiinstitute.com\/blog\/how-facebook-uses-artificial-intelligence-and-what-it-means-for-marketers [Accessed 14 Nov. 2018].<\/p>\n

      [3]<\/a>\u00a0Facebook Research. (2018).\u00a0Machine Learning<\/i>. [online] Available at: https:\/\/research.fb.com\/category\/machine-learning\/ [Accessed 14 Nov. 2018].<\/p>\n

      [4]<\/a>\u00a0BBC News. (2018).\u00a0Facebook uses AI to spot suicidal users<\/i>. [online] Available at: https:\/\/www.bbc.com\/news\/technology-39126027 [Accessed 14 Nov. 2018].<\/p>\n

      [5]<\/a>\u00a0Ibid.<\/p>\n

      [6]<\/a>\u00a0Ibid.<\/p>\n

      [7]<\/a>\u00a0Newsroom.fb.com. (2018).\u00a0Hard Questions: What Are We Doing to Stay Ahead of Terrorists? | Facebook Newsroom<\/i>. [online] Available at: https:\/\/newsroom.fb.com\/news\/2018\/11\/staying-ahead-of-terrorists\/ [Accessed 14 Nov. 2018].<\/p>\n

      [8]<\/a>\u00a0MIT Technology Review. (2018).\u00a0How Facebook uses machine learning to fight ISIS and Al-Qaeda propaganda<\/i>. [online] Available at: https:\/\/www.technologyreview.com\/the-download\/612406\/how-facebook-uses-machine-learning-to-fight-isis-and-al-qaeda-propaganda\/ [Accessed 14 Nov. 2018].<\/p>\n

      [9]<\/a> Fagan, K. (2018).\u00a0Mark Zuckerberg tells Congress it’s a ‘conspiracy theory’ that Facebook uses your microphone to spy on you<\/i>. [online] Business Insider. Available at: https:\/\/www.businessinsider.com\/facebook-does-not-use-your-microphone-to-spy-on-you-zuckerberg-2018-4 [Accessed 14 Nov. 2018].<\/p>\n

      [10]<\/a>\u00a0Newstatesman.com. (2018).\u00a0Testing the long-held belief that Facebook listens to your conversations to advertise stuff<\/i>. [online] Available at: https:\/\/www.newstatesman.com\/science-tech\/social-media\/2018\/03\/testing-facebook-listens-your-conversations-adverts [Accessed 14 Nov. 2018].<\/p>\n

      [11]<\/a>\u00a0Inc.com. (2018).\u00a0Here’s the Real Reason You Think Facebook Is Listening to Your Conversations<\/i>. [online] Available at: https:\/\/www.inc.com\/john-brandon\/heres-real-reason-you-think-facebook-is-listening-to-your-conversations.html [Accessed 14 Nov. 2018].<\/p>\n

      [12]<\/a>\u00a0Levin, S. (2018).\u00a0Face-reading AI will be able to detect your politics and IQ, professor says<\/i>. [online] the Guardian. Available at: https:\/\/www.theguardian.com\/technology\/2017\/sep\/12\/artificial-intelligence-face-recognition-michal-kosinski [Accessed 14 Nov. 2018].<\/p>\n

      [13]<\/a>\u00a0millions), N. (2018).\u00a0Facebook users worldwide 2018 | Statista<\/i>. [online] Statista. Available at: https:\/\/www.statista.com\/statistics\/264810\/number-of-monthly-active-facebook-users-worldwide\/ [Accessed 14 Nov. 2018].<\/p>\n","protected":false},"excerpt":{"rendered":"

      Facebook's strengths in machine learning put the company in difficult ethical dilemmas. 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