Pegasystems creates Ethical Bias Check for ensuring responsible AI

Pegasystems, a provider of cloud software for customer engagement and operational excellence, is introducing Ethical Bias Check, a new capability in Pega Customer Decision Hub to help eliminate biases hidden in the AI driving customer engagements.

The feature flags possible discriminatory offers and messages generated by AI across all channels before they reach the customer.

With its Ethical Bias Check, Pega adds its latest capability to help businesses practice responsible AI when used in customer interaction.

It detects unwanted discrimination by using predictive analytics to simulate the likely outcomes of a given strategy.

After setting their testing thresholds, clients receive alerts when the bias risk reaches unacceptable levels – such as if the audience for a particular offer skews toward or away from specific demographics.

Operations teams can then pinpoint the offending algorithm and adjust the strategy to ensure a fair and more balanced outcome for everyone.

With the advanced AI-power of Pega Customer Decision Hub sitting at the center of all customer interactions, Ethical Bias Check offers features such as:

• Making bias detection simple and easy
• Offering more flexibility in controlling bias
• Providing continual bias protection

In addition to Ethical Bias Check, Pega has previously introduced other features and functions in Pega Customer Decision Hub aimed at helping clients act responsibly with AI.

This includes the T-Switch, which gives organizations control over the transparency of their artificial intelligence (AI) customer engagement models.

Pega Customer Decision Hub serves as an always-on “brain” providing centralized AI across all customer touchpoints to optimize every interaction and maximize customer value.

“As AI is being embedded in almost every aspect of customer engagement, certain high-profile incidents have made businesses increasingly aware of the risk of unintentional bias and its painful effect on customers,” said Dr. Rob Walker, vice president decisioning & analytics, Pegasystems. “With the Ethical Bias Check, we’re empowering businesses with tools that help reduce AI bias to improve how businesses interact with customers and increase customer lifetime value.”

For more information about this release, visit www.pega.com.