IBM explores AI tools to spot, cut bias in online ad targeting

FILE PHOTO: A man stands near an IBM logo at the Mobile World Congress in Barcelona, Spain, February 25, 2019. REUTERS/Sergio Perez

(Reuters) - IBM Corp is developing tools that would ensure online advertising algorithms do not unfairly show ads to only specific groups such as mostly men or wealthy people, aiming to address discrimination concerns that have drawn industrywide scrutiny.

The company told Reuters on Thursday that a team of 14 will research "fairness" in ads over the next six months, exploring ways to spot and mitigate unintended bias, including in audiences and the messages themselves.