AI incident #170 ·
Target Suggested Maternity-Related Advertisements to a Teenage Girl's Home, Allegedly Correctly Predicting Her Pregnancy via Algorithm
What happened
Target recommended maternity-related items to a family in Atlanta via ads, allegedly predicting their teenage daughter’s pregnancy before her father did, although critics have called into question the predictability of the algorithm and the authenticity of its claims.
Only the incident metadata is stored here. The underlying news reports are on the AI Incident Database (CC BY-SA 4.0); use the links above to read them.
News reports (3)
Coverage catalogued by the AI Incident Database. Titles link to the original publisher; the text is not reproduced here.
Who was involved
- Alleged deployer
- Target
- Alleged developer
- Target
- Alleged harmed party
- Target customers Privacy Consumers Biometric data subjects
AI systems implicated
Target pregnancy prediction algorithmPredictive consumer analytics systemsConsumer profiling systemsBehavioral advertising systems
Classification (MIT AI Risk Repository taxonomy)
- Risk domain
- Privacy & Security
- Risk subdomain
- 2.1 Compromise of privacy by obtaining, leaking or correctly inferring sensitive information
- Causal entity
- AI
- Intent
- Intentional
- Timing
- Post-deployment
- Harm level
- —
- Sectors
- —
- Countries
- —
Risk entries describing this failure mode
Entries from the MIT AI Risk Repository coded to subdomain 2.1.
- Risks to privacy
"General- purpose AI models or systems can ‘leak’ information about individuals whose data was used in training. For future models trained on sensitive personal data like health or financial data, this may lead to partic...
- Risks to privacy
"General- purpose AI systems can cause or contribute to violations of user privacy. Violations can occur inadvertently during the training or usage of AI systems, for example through unauthorised processing of personal d...
- Privacy Leakage
"Privacy Leakage means the generated content includes sensitive personal information"
- Private Training Data
"As recent LLMs continue to incorporate licensed, created, and publicly available data sources in their corpora, the potential to mix private data in the training corpora is significantly increased. The misused private d...
- Memorization in LLMs
"Memorization in LLMs refers to the capability to recover the training data with contextual prefixes. According to [88]–[90], given a PII entity x, which is memorized by a model F. Using a prompt p could force the model...
- Association in LLMs
"Association in LLMs refers to the capability to associate various pieces of information related to a person. According to [68], [86], given a pair of PII entities (xi , xj ), which is associated by a model F. Using a pr...
- Privacy Leakage
"The model is trained with personal data in the corpus and unintentionally exposing them during the conversation."
- Privacy and regulation violations
"Some of the broken systems discussed above are also very invasive of people’s privacy, controlling, for instance, the length of someone’s last romantic relationship [51]. More recently, ChatGPT was banned in Italy over...
Related incidents on the AI Incident Database
Linked by AIID editors or by its text-similarity model.
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