Presented By O’Reilly and Cloudera
Make Data Work
21–22 May 2018: Training
22–24 May 2018: Tutorials & Conference
London, UK

Designing ethical artificial intelligence

Jivan Virdee (Fjord), Hollie Lubbock (Fjord)
14:0514:45 Wednesday, 23 May 2018
Average rating: *****
(5.00, 2 ratings)

Who is this presentation for?

  • Everyone can benefit from this session.

Prerequisite knowledge

  • A basic understanding of data technology concepts

What you'll learn

  • Understand the ethical issues when creating data-driven applications and how to design AI with human values in mind


Technology should be a beneficial force in our lives, taking the world in exciting new directions and making us better humans. To ensure this, we need to facilitate a conversation between data technology and the human experience. Keeping social responsibility and ethical behavior in mind when designing AI systems enables us to put the right systems in place to contribute to the society we want, fostering higher levels of cognitive and emotional skills.

Jivan Virdee and Hollie Lubbock explore how to address fairness, accountability, and the long-term effects on our society when designing with data, focusing on four key areas for consideration in this space:

  • Responsibility and accountability for machine learning systems
  • Fair and transparent data science
  • Trust and human-machine collaboration
  • Automation and changes in the way we work

Along the way, they cover key issues in creating ethical AI systems and detail how we might go about tackling them and outline further questions that will need to be addressed going forward.

Photo of Jivan Virdee

Jivan Virdee


Jivan Virdee is a data designer on the data and design team at Fjord, where she focuses on building adaptable, human-centric data-driven experiences. Jivan has a background in data science and has worked mainly in the healthcare and retail sectors, using data to drive design and business decision making. Previously, she was a part of the advanced analytics and AI team at Accenture’s multidisciplinary research and incubation hub in Dublin.

Photo of Hollie Lubbock

Hollie Lubbock


Hollie Lubbock is an interaction design manager at Fjord, where she focuses on helping clients such as Google, Facebook, Net-a-Porter, the BBC, Southbank Centre, the V&A, Paul Smith, Wellcome Collection, the National Theatre, DeepMind, and Roald Dahl create products and services that excite audiences and drive engagement. Over the last 10 years, she has worked in the luxury, culture and publishing, and telco sectors, collaborating closely with clients to create user-centered designs for a wide range of digital products, from large-scale collections systems to small innovative app projects. Hollie also mentors early-stage startups as part of the Google Launchpad program and junior UX designers through UXPA. When not designing, she’s a keen traveler and Instagram addict.