Guided Choices: The ethics of using algorithmic systems to shape philanthropic decision-making

In this chapter, we consider various ways in which artificial intelligence (AI) could be used to shape individual choices, how these apply to different contexts in which decisions about philanthropic giving might be made, and the ethical questions this raises. We explore why choice is an inherent element of philanthropy and why the potential for algorithmic processes to affect how we make choices is, therefore, likely to profoundly impact philanthropic giving. AI can shape individual choices in three main ways: using algorithms to determine responses to requests for information, using algorithms to provide personalized recommendations and enable “hyper-nudging,” and using AI-generated content to prompt emotional responses and thus drive behavior. Each of these approaches is then applied to the context of philanthropy through the lens of three groups of actors that play significant roles in our online giving decisions: general-purpose search and recommendation services, giving platforms, and individual cause-based organizations. We argue that AI could play a significant role in encouraging people to give, and in influencing how they give. However, there are also potentially significant risks and ethical concerns associated with doing so. We identify these risks and concerns and suggest actions that can be taken to mitigate them when using AI to shape the giving choices of individual donors.