Algorithmic Bias in Marketing

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.