At the same time, beneficent AI systems can contribute to wellbeing by seeking achievement of a fair, inclusive and peaceful society, by helping to increase citizen’s mental autonomy, with equal distribution of economic, social and political opportunity.

The Principle of Justice: “Be fair”

For the purposes of these Guidelines, the principle of justice imparts that the development, use, and regulation of AI systems must be fair.

Those in control of algorithms may intentionally try to achieve unfair, discriminatory, or biased outcomes in order to exclude certain groups of persons.

Harm may also result from exploitation of consumer biases or unfair competition, such as homogenisation of prices by means of collusion or non transparent market.

AI systems should be designed not only to uphold rights, values and principles, but also to protect citizens in all their diversity from governmental and private abuses made possible by AI technology, ensuring a fair distribution of the benefits created by AI technologies, protect and enhance a plurality of human values, and enhance self determination and autonomy of individual users and communities.