Embedding AI ethics into the design and use of computer vision technology for consumer’s behaviour understanding

Artificial Intelligence (AI) techniques are becoming more and more sophisticated showing the potential to deeply understand and predict consumer behaviour in a way to boost the retail sector; however, retail-sensitive considerations underpinning their deployment have been poorly explored to date. This paper explores the application of AI technologies in the retail sector, focusing on their potential to enhance decision-making processes by preventing major ethical risks inherent to them, such as the propagation of bias and systems’ lack of explainability. Drawing on recent literature on AI ethics, this study proposes a methodological path for the design and the development of trustworthy, unbiased, and more explainable AI systems in the retail sector. Such framework grounds on European (EU) AI ethics principles and addresses the specific nuances of retail applications. To do this, we first examine the VRAI framework, a deep learning model used to analyse shopper interactions, people counting and re-identification, to highlight the critical need for transparency and fairness in AI operations. Second, the paper proposes actionable strategies for integrating high-level ethical guidelines into practical settings, and particularly, to mitigate biases leading to unfair outcomes in AI systems and improve their explainability. By doing so, the paper aims to show the key added value of embedding AI ethics requirements into AI practices and computer vision technology to truly promote technically and ethically robust AI in the retail domain.