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Algorithmic Bias in Marketing

By: Ayelet Israeli and Eva Ascarza
  • Format:Print
  • | Language:English
  • | Pages:10
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Abstract

Teaching Note for HBS No. 521-020. This note focuses on algorithmic bias in marketing. First, it presents a variety of marketing examples in which algorithmic bias may occur. The examples are organized around the 4 P’s of marketing – promotion, price, place and product—characterizing the marketing decision that generates the bias and highlighting the consequences of such a bias. Then, it explains the potential causes of algorithmic bias and offers some solutions to mitigate or reduce this bias.

Keywords

Marketing; Race; Ethnicity; Gender; Diversity; Prejudice And Bias; Decision Making; Ethics; Customer Relationship Management; Retail Industry; Technology Industry; Apparel And Accessories Industry; United States

Citation

Israeli, Ayelet, and Eva Ascarza. "Algorithmic Bias in Marketing." Harvard Business School Teaching Note 521-035, September 2020.

About The Authors

Ayelet Israeli

Marketing
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Eva Ascarza

Marketing
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