‘Ignorance isn’t bliss’ – Ethical perspectives in the use of machine learning in TrustThread Bank

Abstract

This case is about a leading bank in India which is rethinking its use of machine learning (ML) across marketing campaigns. While the design and execution of the campaigns from the perspective of improving sales had been refined several times in the past, the ethical perspectives underlying the ML models had never been considered carefully in the bank. The case, set up in the form of a role play, involves a conversation between two senior leaders on the ethical pitfalls of using ML in targeted marketing campaigns in the banking industry. Participants are expected to deliberate and design an approach, which would help the bank avoid these pitfalls, while still benefiting from the use of ML. Detailed teaching note has been included to enable the instructor get best learning outcomes from the case.