Values and norms

Digital technologies may appear to be objective and seem to produce neutral results effectively and efficiently. However, this is not always the case. AI applications are able to present information in a convincing way, even when that information is factually incorrect or unreliable. This creates a false sense of security. 

Certain values are prioritised during the development of digital technologies, which can lead to blind spots. These blind spots can have negative consequences. Digital technologies with AI applications can unintentionally reinforce bias, with undesirable outcomes such as exclusion and discrimination.

Bias can be present in the design of digital technologies, in the data collected, processed or used by digital systems, and in the output of those systems. Bias is caused by incorrect assumptions in the datasets used, or by incorrect assumptions made by users of the digital technologies or by the software developer. There can be negative consequences if employees are unaware of this bias and it is not corrected. It is impossible to work entirely without bias, which is why it is important to be aware of the risks when using digital technologies.

It is important to remain alert to whether the outcomes of digital technologies are still in line with the organisation’s values. As many routine processes are automated, errors, biases or unintended effects (e.g. in self-learning algorithms) may go unnoticed and be repeated. This can be addressed by incorporating sufficient human oversight into work processes. A human perspective also helps preserve nuance and context, which is particularly important when work processes directly affect people.