Designing for intelligence

Ethical concerns with algorithms, machine learning (ML) and artificial intelligence techniques have become a part of design and research work when building interactive systems. This article proposes that designers working with algorithms can benefit from adopting ideas and practices from current discussion on human-centred or ethical design. The suggested ideas and practices build on existing work in humancomputer interaction, contemporary publications by companies and research institutions and practitioner recommendations. They point to ways in which practitioners can build awareness on the complex ethical questions around ML and AI; set ethical goals along with business performance goals for their products; and make ethical design techniques part of their everyday design practice.