“…The role of extraneous and ethically inappropriate factors in human decision making is well documented (see, for example, Tversky and Kahneman [1974]; Danziger, Levav, and Avnaim-Pesso [2011]; Abrams, Bertrand, and Mullainathan [2012]), and discriminatory decision making is pervasive in many of the sectors where algorithmic profiling might be introduced (see, for example, Holmes and Horvitz [1994]; Bowen and Bok [1998]). We believe that, properly applied, algorithms can not only make more accurate predictions, but offer increased transparency and fairness over their human counterparts (Laqueur and Copus 2015). 9 Above all else, the GDPR is a vital acknowledgement that, when algorithms are deployed in society, few if any decisions are purely "technical."…”