• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia
TechAI

ImageNet Roulette Highlights Bias in A.I. See For Yourself

By
Alyssa Newcomb
Alyssa Newcomb
Down Arrow Button Icon
By
Alyssa Newcomb
Alyssa Newcomb
Down Arrow Button Icon
September 17, 2019, 4:15 PM ET

Just like humans, artificial intelligence is guilty of making snap judgments that are biased or inaccurate. A new online tool called ImageNet Roulette was created to highlight the problem by letting anyone share a selfie and then see how A.I. labels them.

Some of the results have been spot-on, for instance labeling a platinum blonde Caucasian woman as someone whose hair is likely “artificially colored.” One humorous example labeled U.K. Prime Minister Boris Johnson as a “demagogue.”

However, other results have been blatantly offensive. People with darker skin have shared examples on social media that showed how the A.I. has labeled them as “wrongdoer, offender,” “convict,” and “first offender.” Some people are labeled using racist and misogynistic terms, which are among the 2,500 labels that ImageNet Roulette can choose from.

The project was created by Kate Crawford, head of AI Now, an organization that does work spotlighting ethical issues with A.I., and researcher Trevor Paglen, as part of an art installation currently featured at the Fondazione Prada Osservertario museum in Milan. ImageNet Roulette is part of the Training Humans exhibition, which details the history of image recognition systems and some of the inherent problems.

“We want to shed light on what happens when technical systems are trained on problematic training data,” Crawford and Paglen say on their website. “AI classifications of people are rarely made visible to the people being classified. ImageNet Roulette provides a glimpse into that process – and to show the ways things can go wrong.”

ImageNet Roulette was created using the ImageNet database, a digital archive unveiled in 2009 that now has 14 million labeled images. Those images were labeled using WordNet, a system of word classifications that was developed in the 1980s.

ImageNet Roulette doesn’t strive for perfection, and is instead designed to spark a discussion about bias in A.I. However, it’s hardly the first time artificial intelligence has failed when it comes to showing its unfair bias.

Last year, Google’s A.I.-powered selfie feature let people find their doppelgängers in works of art, but it spit out results that were offensive. African-Americans reported matching with stereotypical art depicting slaves. Asians were shown geishas as their look-alikes, and an Indian-American reporter was served a portrait of a Native American chief. A Google representative responded to the controversy with an apology and said the company is “committed to reducing unfair bias.”

While AI can automate jobs and make simple tasks easier for humans, it’s yet another example of how there’s still work to be done to perfect it.

More must-read stories from Fortune:

—Netflix killer? Here’s what analysts say about Apple TV+
—WeWork’s latest idea to save its troubled IPO? Major governance changes
—‘Skype mafia’ backs A.I. startup automating contract negotiations
—Jingles all the way: Sonic branding is helping voice computing companies get heard
—In breakthrough, company uses quantum physics to protect data over telecom networks
Catch up with Data Sheet, Fortune’s daily digest on the business of tech.

About the Author
By Alyssa Newcomb
See full bioRight Arrow Button Icon

Latest in Tech

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • Future 50
  • World’s Most Admired Companies
  • See All Rankings
Sections
  • Finance
  • Leadership
  • Success
  • Tech
  • Asia
  • Europe
  • Environment
  • Fortune Crypto
  • Health
  • Retail
  • Lifestyle
  • Politics
  • Newsletters
  • Magazine
  • Features
  • Commentary
  • Mpw
  • CEO Initiative
  • Conferences
  • Personal Finance
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
About Us
  • About Us
  • Editorial Calendar
  • Press Center
  • Work At Fortune
  • Diversity And Inclusion
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.


Most Popular

placeholder alt text
Economy
'I just don't have a good feeling about this': Top economist Claudia Sahm says the economy quietly shifted and everyone's now looking at the wrong alarm
By Eleanor PringleJanuary 31, 2026
1 day ago
placeholder alt text
Future of Work
Ford CEO has 5,000 open mechanic jobs with up to 6-figure salaries from the shortage of manually skilled workers: 'We are in trouble in our country'
By Marco Quiroz-GutierrezJanuary 31, 2026
1 day ago
placeholder alt text
Success
Ryan Serhant starts work at 4:30 a.m.—he says most people don’t achieve their dreams because ‘what they really want is just to be lazy’
By Preston ForeJanuary 31, 2026
1 day ago
placeholder alt text
Success
Alexis Ohanian walked out of the LSAT 20 minutes in, went to a Waffle House, and decided he was 'gonna invent a career.' He founded Reddit
By Preston ForeJanuary 31, 2026
1 day ago
placeholder alt text
Economy
Meet the first CEO of the IRS: A Jamie Dimon protege facing a $5 trillion test this tax season
By Shawn TullyJanuary 31, 2026
1 day ago
placeholder alt text
Startups & Venture
Silicon Valley legend Kleiner Perkins was written off. Then an unlikely VC showed up
By Allie GarfinkleJanuary 31, 2026
22 hours ago

Latest in Tech

dewar
CommentaryLeadership
The AI adoption story is haunted by fear as today’s efficiency programs look like tomorrow’s job cuts. Leaders need to win workers’ trust
By Carolyn DewarFebruary 1, 2026
4 hours ago
trader
Investingbubble
‘We’re not in a bubble yet’ because only 3 out of 4 conditions are met, top economist says. Cue the OpenAI IPO
By Nick LichtenbergFebruary 1, 2026
4 hours ago
Big TechMark Zuckerberg
The Chan Zuckerberg Initiative cut 70 jobs as the Meta CEO’s philanthropy goes all in on mission to ‘cure or prevent all disease’
By Sydney LakeFebruary 1, 2026
6 hours ago
The founder and CEO of $1.25 billion AI identity verification platform Incode, Ricardo Amper
SuccessGen Z
CEO of $1.25 billion AI company says he hires Gen Z because they’re ‘less biased’ than older generations—too much knowledge is actually bad, he warns
By Emma BurleighFebruary 1, 2026
7 hours ago
Several pictures of people receiving medical treatments including a facelift and oxygen therapy.
HealthSuper Bowl
Hims and Hers Super Bowl ad highlights ‘uncomfortable truth’ about elite healthcare for the rich and ‘broken’ system for the rest
By Jacqueline MunisFebruary 1, 2026
8 hours ago
Elon Musk sits with his hands on his knees in front of a blue "World Economic Forum" background.
Economythe future of work
Musk’s fantasy for a future where work is optional just got more real: UK minister calls for universal basic income to cushion AI-related job losses
By Sasha RogelbergFebruary 1, 2026
8 hours ago