Public Perception of Algorithmic Fairness

We explore the topic of algorithmic fairness and how it relates to user trust. We conducted participatory design workshops and interviews with 44 participants from several populations that have traditionally been marginalized, specifically, Black, Hispanic, and low socioeconomic status participants in the United States. While the concept of algorithmic fairness was largely unfamiliar to these participants and they tended to underestimate the scale, complexity, and impact of algorithmic systems, participants also indicated that algorithmic fairness (or perceived lack thereof) could substantially affect their trust in a company or product. Our findings suggest that in addition to providing important benefits to society and individuals, improving algorithmic fairness can also enhance user trust. We outline positive steps companies and organizations can take to include algorithmic fairness as a value in product design and development.