Watch for skew
Monitor whether outcomes differ across customer groups in ways they should not.
AI governance
Fair advice, checked continuously.
Ongoing checks that AI-assisted advice is not treating similar customers differently for the wrong reasons.
What it does.
Flag for review
Surface patterns that warrant a human look, before they become a complaint.
Documented fairness
Keep evidence that you are actively checking for bias, not assuming it away.
Why it matters
Fairness is an obligation. Consumer Duty requires firms to avoid foreseeable harm. As AI shapes more advice, showing you monitor it for bias is part of meeting that duty.