Six key questions towards Ethical AI

As companies emerge from these tough times of COVID-19, many organisations are looking to take advantage of Artificial Intelligence (AI) to build efficiency and improve customer and staff experience. Along with the many benefits, there are also risks and liabilities to consider - particularly when it comes to inheriting bias.

It’s critical to deploy any artificial intelligence project with ‘Ethical AI’ as a key lens as we move into an equitable future.

AI might seem immune from the moral tangles and complicated contradictions of humans, but in reality it’s difficult to escape the biases that unknowingly sit in the data used to train the models. Not only does this create an ideological issue, it also affects the business outcomes and increases the risk of negative impact.

Ethical AI - six questions to ask

As the market and more importantly the influence of AI continues to build, we need Ethical AI to be our directional “North Star” to ensure we manage the inherited risk of bias within AI models.

At a minimum, we suggest asking and discussing six key questions throughout the process of procuring, designing and implementing AI projects. This may be a project sponsor asking a vendor, or a project manager asking their developers, or a CEO asking a CIO:

  • Which laws and regulations does the software need to adhere to? 
  • How does the solution design enable any decisions, or recommendations made, to be explained? 
  • Is there transparency about this use of AI with each stakeholder group? 
  • What biases may be inherent in your training data? How are you managing the risk of bias?
  • What decisions will the software make or inform? Are the decisions reversible? 
  • What’s your process around code reviews and how are you adopting software engineering best practice?

Leading the charge for responsible AI

Many governments, organisations and businesses, particularly in Australia, have voiced their support of the Ethical AI movement.

The Australian Government’s Department of Industry, Science, Energy and Resources has created a list of eight voluntary AI ethics principles; among them, “Throughout their lifecycle, AI systems should benefit individuals, society and the environment.” However, we feel that most companies need a more practical approach and find those principles a little too high level. 

Red Marble AI has an ethical AI playbook for companies looking to establish their capability quickly - please reach out for a copy. There are also a number of specialist ethical AI firms emerging, such as Dr Catriona Wallace’s new advisory which recently opened out of Sydney.

Ultimately, we expect companies will form an AI ethics advisory board or sub-committee, similar to existing risk and audit committees, to develop a framework for a company’s expectations around AI. But in the meantime, we believe that asking these six questions – and the discussions that ensue - will give most companies a strong head start.

It would be great to hear your thoughts on Ethical AI, and our six principles. How strict should we be? Do we need government legislation? Please get in touch here.

The Proximity Pal journey

The response to COVID-19 from Australian businesses has been inspiring – we’ve seen small operators completely pivot their business plan to survive, larger companies changing up their production lines to help make safety equipment and tech companies trying to engineer solutions to the problem.

In the past month, we’ve partnered with another start-up – Vimana Tech – to develop Proximity Pal, a smart sensor which detects physical proximity between people and helps to maintain social distancing.

A prototype of Proximity Pal.

As well as working the muscles of our talented machine learning team, it’s also been fascinating experience to go from idea to launching a product in under four weeks.

Here’s the timeline of Proximity Pal’s conception and creation.


Thursday 26th March

Around 4pm, I took a call from Joel Kuperholz, a pal who is one of the founders of Vimana Tech, small technology firm based in Melbourne. We’ve partnered with Joel and his team in the past. They were working on a physical device to do proximity detection and needed help with the algorithms. Our machine learning team are mainly mathematicians and physicists by background and so we were happy to help. We were on a zoom call by 5pm and spent the evening and all of Friday exploring the concepts.


Sunday 29th March

After a few long days and late nights, we had a working model using 3D printed parts, simple electronics and some clever software.

How Proximity Pal alerts users.

We began sharing within our network for feedback; one of our construction clients was ready to trial and sign up. There was also interest from mining companies and other retailers.


Thursday 9th April

Most of Australia was preparing for a very different Easter weekend. The country was in lockdown, and the press coverage was focussed on keeping everyone home. It was a critical weekend in controlling the spread and flattening the curve. Some business were already closed and more seemed likely to close imminently.

For us, a working weekend; but we didn’t have much else to do in any case!

By now, we’d agreed a joint venture between Vimana Tech, Red Marble AI and investors, created a company Proximity Pal, sorted branding and logos, filed a patent for the innovative technology, had the computer boards manufactured and created test devices. Results were promising.


Wednesday 15th April

We ran trials at a large hardware store in Melbourne with good results.

It was clear that the technology can detect proximity between humans and help keep people safe. But it was also clear that environmental conditions would affect the performance of Proximity Pal. Indoor or outdoor, different ceiling heights, different acoustic conditions and other factors all individually have minor impacts - but when coupled, could add up to be significant.

By now it was also clear that Australia wasn’t going to experience the horrors that many other countries had seen. Our rate of doubling thankfully had decreased from 25% to low single figures to a handful of cases each day. The threat of closing more businesses had turned into a narrative around easing lockdown and getting back to work sooner.

Our story had changed too; our new customers were now talking about how they can make the technology do more, and have a longer-term focus, to have applicability beyond the lockdown.


Monday 20th April

Proximity Pal is officially launched, 25 days after that first phone call.

We have a product in the market in three and a half weeks which meets a market need, and we’re now working on version two to give it applicability beyond the lockdown.


What have we learned?

Firstly... that everything is accelerated at the moment. Planning assumptions are out of date within days or even hours. Speed, agility and the ability to rapidly prototype, innovate and pivot have never been more important.

Secondly... it’s amazing what you can achieve with some bright people, clear focus and lots of urgency and belief. Companies need to find a way to harness that kind of energy in their normal operations.

Thirdly... that innovation requires constant experimentation. It requires a healthy scepticism to be blended with a “can-do” attitude. Collect and trust the data.

My final takeaway is that every meeting you have with every network contact can lead somewhere. Joel and I first met 8 months ago, we hadn’t worked together before now, but the seed was sown one morning in the middle of last year.

The world is experiencing lots of horrors at the moment; but through every crisis there are things we can learn and should maintain once we are through the worst.

Find out more about Proximity Pal and see our explainer video.

Microsoft Gold Parnership

Red Marble has been awarded Microsoft Gold Partner Status in Data Analytics

Red Marble has worked closely with Microsoft through many projects delivering machine learning and AI based solutions to Australian clients. Focussing Microsoft Azure and the Cognitive Services, the tools enable Red Marble to deliver value to clients rapidly.


Red Marble and Microsoft have also partnered on hackathons with various clients and have recently collaborated on work with Coca Cola Amatil and the NSW Government.

Women Ambassadors Luncheon – Melbourne 2019

Cheryl Vize, Advisory Board Member at Red Marble AI was invited to be a panelist at the recent Women Ambassadors Luncheon discussing: ARTIFICIAL INTELLIGENCE: Perspectives on FATE (Fairness, Accountability, Transparency and Ethics) in AI for a more equitable future.

On the panel was a great mix of industry and academic heavy-weights, and this report, spearheaded by Kate Marshall, Partner and Head of KPMG Law, Australia explains it’s purpose is to delve “into the complexities of the landscape with respect to ethics, principles, standards and regulation. It explores the diverse perspectives of experts from across the AI ecosystem in Australia on themes including growing gender representation in technology industries, social impact of AI, developing a national competitive advantage in AI and investing in public education on AI.”

Read a short writeup from KPMG's Kate Marshall, and download the white paper here.

Bookbot Hack

This past Monday Red Marble AI had the pleasure of working with DuluxGroup and Microsoft in one of our most enjoyable collaborative experiences yet.

Last week we did an awesome hack with @Bookbot – a Melbourne startup who helps to teach children to read. We took on a difficult challenge – training a voice recogniser to identify particular phonemes. We successfully recognised 4 specific ones with 90% accuracy – an exciting outcome! Looking forward to extending the work further.



"What an absolutely amazing day. I wish I could do this all the time! Well done to the team at Red Marble - extremely impressive machine learning ninjas. Seriously these guys are killing it" Adrian DeWitts, founder, Bookbot

Webjet Hack

Webjet and Red Marble AI... Australia’s leading online travel agent is embracing Artificial Intelligence.

Here, our teams are deploying a machine learning neural network. We love being part of Webjet’s continued innovation using technology to extend their market leading position.

Dulux Hack

This past Monday Red Marble AI had the pleasure of working with DuluxGroup and Microsoft in one of our most enjoyable collaborative experiences yet.

We conducted an AI Hackathon which was focused on Yates, a gardening products brand that is owned by the DuluxGroup. Throughout the day we collaborated to develop a Natural Language Processing Chatbot based on Microsoft’s technology. This included an image recognition model which is trained to detect a specific pest in fruit based solely off an uploaded photo.



The day was a tremendous success as all three organisations came together to produce some amazing results, and had a lot of fun along the way. It’s incredible what can be achieved through great collaboration.