Incident 435: Coupang Allegedly Tweaked Search Algorithms to Boost Own Products

Description: Coupang was alleged in internal reports tampering its search algorithms to prioritize exposure of its own products, which potentially violated Korea's Fair Trade Act.


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Alleged: Coupang developed and deployed an AI system, which harmed Coupang suppliers and Coupang customers.

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Khoa Lam


A "variant" is an incident that shares the same causative factors, produces similar harms, and involves the same intelligent systems as a known AI incident. Rather than index variants as entirely separate incidents, we list variations of incidents under the first similar incident submitted to the database. Unlike other submission types to the incident database, variants are not required to have reporting in evidence external to the Incident Database. Learn more from the research paper.