Kylie is interested in learning how to bake a cheesecake, and decides to make use of Google to search for recipes. For two hours, Kylie searches the web to find a simple recipe that she can try. She gets a little tired and decides she wants to take a break and scroll social media for a while. Suddenly, Kylie starts noticing that pop-up ads on her social media platforms are all related to baking and specifically around the topic of cheesecake.

Research institutions, companies and individuals have to ask themselves how morally sound their purposes of machine learning and algorithms are. Discuss what is happening to Kylie in relation to the moral soundness of machine learning and algorithms.