Brand Humanizing: A humane turn on AI
summary
Argues that machine learning trained on biased historical data produces harmful outcomes and that humans must be reintroduced where empathy and ethics matter. Cites a chat bot failing to answer a simple question about a €185 monthly energy quote, Facebook ad optimizing for gamblers and alcoholics when targeting Las Vegas flights, and an Amazon hiring engine favoring male CVs that was retired. Shows successful human+machine work: St Joseph Hospital automates admin and checks drug interactions, and the Event Horizon project stitched global telescopes with code to image a black hole. Co‑authors the term Brand Humanizing with Ferry Hoes and frames humane design as both ethical and profitable.
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chapters (5)
- 0:00Start
- 7:33Something has to change
- 15:33What should the algorithm optimize for?
- 16:25The Proxy Problem
- 18:05We are asking robots to perform tasks they are unequipped to do
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