Looking at AI Fairness from a Marketing Lenz: The Influence of Ethnicity on Facial Expression Recognition based on expert judgement and AI models

Saleh Torkestani, Mohammad; Mansouri, Taha; Varghese, Riya; Alameer, Ali

Abstract

This research investigates the influence of ethnicity on facial expression perception using insights from marketing experts and Computer Vision techniques. Marketing professionals were highly adept at recognizing expressions across varying ethnicities. Computer vision technology was found to have limitations when it came to identifying facial expressions, leaving room for biases related to ethnic backgrounds. Drawing from multiple literature sources this work contributes significantly towards
AI fairness issues in facial recognition.

• Presentation Conference Type: Conference Paper (published)
• Conference Name: Academy of Marketing Conference 2024
• Start Date: Jul 1, 2024
• End Date: Jul 4, 2024
• Acceptance Date: Apr 1, 2024
• Online Publication Date: Jul 15, 2024
• Publication Date: Jul 15, 2024
• Deposit Date: Aug 15, 2024
• Publicly Available Date: Oct 1, 2024
• Peer Reviewed: Peer Reviewed
• Pages: 56-57
• Book Title: Academy of Marketing Conference 2024 Paper Proceedings
• ISBN: 978-1-3999-9060-8