Well, can AI be biased? If you take the time to watch the film you will see the answer is, "yes." As one of the researchers stated in the film, "Everyone has unconscious bias and embedded that bias in technologies they create".I would like to add to that notion, that the bias in a system comes from the human that creates it and the most important aspect of this relationship is what does this human identify as? Is the human a white male that comes from a rich background or someone like me, a black woman from a middle-class family? See where the difference lies? I believe the "unconscious bias" can come from where we grew up. We want to be able to identify with what we are familiar with. A white male from a rich background is likely used to white people and hence is used to creating products for that demographic. As for me, my products could be directed toward black people. The problem with this type of marketing is creating a product that is meant for everyone but only works for certain types of people. For example, products that require facial recognition. But see where the issue lies here? In neither of those statements does it constitute "we."  We allow ourselves to stay in our own circumference of thinking that "one system = one type of demographic" this will only lead to biased systems instead of unbiased.