Akin to lengthy nutrition labels, Amazon's so-called AI Service Cards will be public so its business customers can see the limitations of certain cloud services, such as facial recognition and audio transcription. The goal would be to prevent mistaken use of its technology, explain how its systems work and manage privacy, Amazon said. The cards would address AI ethics concerns publicly at a time when tech regulation was on the horizon, said Kearns. Amazon chose software touching on sensitive demographic issues as a start for its service cards, which Kearns expects to grow in detail over time. In 2019, Amazon contested a study saying the technology struggled to identify the gender of individuals with darker skin tones.

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