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In addition, by not offering a significant number of non-pornographic suggestions, this system made it more difficult for marketers attempting to reach young Black, Latinx, and Asian people with products and services relating to other aspects of their lives. Online marketers regularly use the tool to help decide what keywords to buy ads near in Google search results, as well as other Google online properties. Eight years ago, Google was publicly shamed for this exact same problem in its flagship search engine. A paper by Harvard professor Latanya Sweeney found that searching traditionally Black names on Google was far more likely to display ads for arrest records associated with those names than searches for traditionally White names. In , Google was hit with controversy when its Photos service was found to be labeling pictures of Black people as gorillas, furthering a long-standing racist stereotype.

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In addition, by not offering a significant number of non-pornographic suggestions, this system made it more difficult for marketers attempting to reach young Black, Latinx, and Asian people with products and services relating to other aspects of their lives.

Online marketers regularly use the tool to help decide what keywords to buy ads near in Google search results, as well as other Google online properties. Eight years ago, Google was publicly shamed for this exact same problem in its flagship search engine. A paper by Harvard professor Latanya Sweeney found that searching traditionally Black names on Google was far more likely to display ads for arrest records associated with those names than searches for traditionally White names.

In , Google was hit with controversy when its Photos service was found to be labeling pictures of Black people as gorillas, furthering a long-standing racist stereotype. Google quickly apologized and promised to fix the problem. We have had a fully staffed and permanent team dedicated to this challenge for multiple years.

Google has been doing search for 20 years. Google, she said, should change its Keywords Planner algorithm.

She added that the company has a section of its website dedicated to detailing its efforts to develop responsible practices around artificial intelligence and machine learning. This article has been updated to include the name of Safiya Noble's book "Algorithms of Oppression. Please donate today! This allows you to republish the article, but does not include the images or graphics other than the credit image. You must credit The Markup.

To republish, simply copy the HTML that we have provided and publish it as-is on your website. In at least one case, that same company is now getting pandemic-related contracts. See all the keywords Google recommended and our methods here GitHub.

Data available on GitHub. Update This article has been updated to include the name of Safiya Noble's book "Algorithms of Oppression. Some placeholder text.

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