119 Kellogg Insight ZETTELMEYER: I think there’s actually a larger point here that goes even beyond the notion of bias. I’m trained as an economist, and very often economics has not done a par - ticularly good job at incorporating the notion of “values” into economic anal - ysis. There’s this very strong sense of wanting to strive for efficiency, and as long as things are efficient, you can avoid considering whether the outcomes are beneficial to society. What I find interesting is that in this entire space of AI and analytics, the dis- cussion around values is supercharged. I think it has to do with the fact that ana - lytics and AI are very powerful weapons that can be used in very strategic, very targeted ways. And as a result of this, it seems absolutely crucial for an organi - zation that chooses to implement these techniques to have a code of conduct or a set of values that governs these tech - niques. Right? I mean, just because you can do something doesn’t mean that you actually ought to do it. Where you have these very powerful In this entire space of AI and analytics, the discussion around values is supercharged. FLORIAN ZETTELMEYER Based on insights from Florian Zettelmeyer and Inhi Cho Suh