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Jul 18, 2022

Kathy Baxter: The Ethics of AI 


Consumers are between a rock and a hard place. We expect the companies we distrust to be honest about their data collection practices. Ninety percent of consumers think companies should improve the world. According to many of us, it’s not happening. Saleforce’s Kathy Baxter and her colleague Yoav Schlesinger developed a maturity model which depends on managers being open to feedback from their subordinates about AI bias. With trust as a starting point, ethics can flow naturally.

Kathy Baxter







As an Architect of Ethical AI Practice at Salesforce, Kathy develops research-informed best practices to educate Salesforce employees, customers, and the industry on the development of responsible AI. She collaborates and partners with external AI and ethics experts to continuously evolve Salesforce policies, practices, and products. Prior to Salesforce, she worked at Google, eBay, and Oracle in User Experience Research. She received her MS in Engineering Psychology and BS in Applied Psychology from the Georgia Institute of Technology. The second edition of her book, "Understanding your users," was published in May 2015. You can read about her current research at



Kathy’s work at


Kelly Caine, Kathy Baxter & Catherine Courage, Understanding Your Users: A Practical Guide to User Research Methods (Interactive Technologies) (2 ed. 2022).


Kathy Baxter, AI Ethics Maturity Model (2022),

(last visited Jul 18, 2022).


Singapore launches world’s first AI testing framework and toolkit to promote transparency; Invites companies to pilot and contribute to international standards development, INFOCOMM Media Development Authority (2022), visited Jul 18, 2022).