• 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
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • 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
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in Tech

UFO files show Buzz Aldrin saw a ‘sizeable’ object close to the moon and a ‘fairly bright light source’ that the Apollo 11 crew felt could be a laser
Innovationspace
UFO files show Buzz Aldrin saw a ‘sizeable’ object close to the moon and a ‘fairly bright light source’ that the Apollo 11 crew felt could be a laser
By Seung Min Kim, Collin Binkley and The Associated PressMay 9, 2026
10 hours ago
joaquin
Commentary250 Years of Innovation
Johnson & Johnson CEO: America’s innovation advantage starts with health 
By Joaquin DuatoMay 9, 2026
13 hours ago
Qualcomm’s CEO is working with ‘pretty much all’ major AI players on top-secret devices—and powering OpenAI’s first push into hardware
AIQualcomm
Qualcomm’s CEO is working with ‘pretty much all’ major AI players on top-secret devices—and powering OpenAI’s first push into hardware
By Eva RoytburgMay 9, 2026
14 hours ago
reed
CommentaryRetirement
Tim Cook and Reed Hastings just showed every CEO how to leave gracefully
By Paul HardartMay 9, 2026
16 hours ago
Companies are abandoning ‘peanut butter’ raises as pay-for-performance takes over the workplace in the AI era
Future of WorkTech
Companies are abandoning ‘peanut butter’ raises as pay-for-performance takes over the workplace in the AI era
By Marco Quiroz-GutierrezMay 9, 2026
17 hours ago
Goldman Sachs’ tech boss says tracking individual AI usage isn’t useful. He just watches how fast his 12,000 engineers move from idea to production
AIBanks
Goldman Sachs’ tech boss says tracking individual AI usage isn’t useful. He just watches how fast his 12,000 engineers move from idea to production
By Marco Quiroz-GutierrezMay 8, 2026
1 day ago

Most Popular

Ted Cruz says the quiet part out loud: Trump accounts are Social Security personal accounts as GOP senator reveals 'dirty little secret'
Politics
Ted Cruz says the quiet part out loud: Trump accounts are Social Security personal accounts as GOP senator reveals 'dirty little secret'
By Jason MaMay 9, 2026
7 hours ago
'Employers are increasingly turning to degree and GPA' in hiring: Recruiters retreat from ‘talent is everywhere,’ double down on top colleges
Future of Work
'Employers are increasingly turning to degree and GPA' in hiring: Recruiters retreat from ‘talent is everywhere,’ double down on top colleges
By Jake AngeloMay 9, 2026
11 hours ago
A Michigan farm town voted down plans for a giant OpenAI-Oracle data center. Weeks later, construction began
Magazine
A Michigan farm town voted down plans for a giant OpenAI-Oracle data center. Weeks later, construction began
By Sharon GoldmanMay 6, 2026
4 days ago
California farmers must destroy 420,000 peach trees after Del Monte closes its canneries and cancels more than $550 million in long-term contracts
North America
California farmers must destroy 420,000 peach trees after Del Monte closes its canneries and cancels more than $550 million in long-term contracts
By Sasha RogelbergMay 7, 2026
2 days ago
You're probably safe from the Hantavirus outbreak, but here's what you absolutely must not do, experts say
Politics
You're probably safe from the Hantavirus outbreak, but here's what you absolutely must not do, experts say
By Catherina GioinoMay 8, 2026
1 day ago
The CEO of Maersk, which ships 14% of everything you buy, said the Iran war is adding $500 million in monthly costs it's trying not to pass down
Energy
The CEO of Maersk, which ships 14% of everything you buy, said the Iran war is adding $500 million in monthly costs it's trying not to pass down
By Sasha RogelbergMay 8, 2026
1 day ago

© 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.