September 2020 (Revised July 2022)
Teaching Note
HBS Case Collection

Algorithmic Bias in Marketing

Format:Print
| Language:English
| Pages:10

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. (Revised July 2022.)