The solution: O’Neil, who wrote the book Weapons of Math Destruction, has startedO’Neil Risk Consulting and Algorithmic Auditing to perform third-party audits on algorithms. It examines everything from the people who programmed the software to the training data to the output, flagging any bias in the process.
Why would businesses choose to do this? Companies aren’t knocking down her door yet (she has only six clients). But they should be: not only is it in society’s best interest, it’s also good marketing. Getting a your algorithm certified for fairness can prove to your customers that your service is equitable, effective, and trustworthy.