An AI-driven recommendation system for online shopping has been accused of promoting products from certain...

The concern here revolves aroundpotential algorithmic biasandpreferential treatment, which falls under the core ethical principle ofFairness and Non-Discrimination.

According to ISO/IEC 42001:2023, organizations mustidentify and mitigate discriminatory impactsof AI systems, especially where algorithmic decisions influenceuser experiences, access to services, or market fairness(Clause 6.1.2 and Clause 8.2.3).

This core element ensures that AI decisions are:

Equitable and unbiased

Do not systematically favor or disadvantage individuals or groups

Transparent in rationale and decision logic

The PECB Guide emphasizes that Fairness is particularly important inrecommendation, ranking, or classification systems, where outcomes affect stakeholders’ access or exposure.