Bias and discrimination (value embedding)

"Generative AI models may also be subject to the “value embedding” phenomenon.361 “Value embedding” refers to the fact that developers of generative AI models strive to minimize biased outputs by retraining their models based on normative values.362 Contemporary state-of- the-art models not only reflect the values embedded within their training data, they also undergo additional fine-tuning that follows a set of chosen rules and principles. Due to the absence of universally accepted standards, developers bear the responsibility of making decisions on sensitive issues. These practices lead to concerns that a developer’s ideology and vision of the world are embedded in the model. This generates a risk that the model incorporates values that are either unrepresentative of certain segments of the population or that offer a static, oversimplified reflection of global cultural norms and evolving social views."(p. 79)