Pegasystems has recently announced Ethical Bias Check, a new capability of Pega Customer Decision Hub that helps eliminate biases hidden in the artificial intelligence (AI) driving customer engagements. The feature flags possible discriminatory offers and messages generated by AI across all channels before they reach the customer.
Done right, AI has helped businesses add more value to every customer interaction, leading to deeper brand loyalty and higher profits. But in some cases, AI models can unintentionally ‘learn’ biases over time related to factors such as age, ethnicity, or gender.
Left undetected, this can lead to harmful discriminatory practices such as offering fewer loans, insurance policies, or product discounts to underserved populations. In today’s unpredictable economy, businesses can’t risk losing the trust of their customers, who are already more vulnerable due to the pandemic.
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 help ensure a fair and more balanced outcome for everyone.
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. Its predictive analytics and customer decision management enables organizations to surface unique insights and recommend the next best action in real time on every step of the customer journey – from marketing to sales to customer service and retention. Pega Customer Decision Hub provides the AI power across the unified Pega Infinity digital transformation software suite, optimizing customer engagement and operational efficiency from end to end.