Safiya Umoja Noble

Safiya Umoja Noble

An American scholar whose 2018 book "Algorithms of Oppression: How Search Engines Reinforce Racism" documented how search engine ranking systems can encode and amplify racial and gender bias, using Google's historical treatment of search queries about Black women as a central case study. Her work helped establish algorithmic bias in everyday consumer technology, not just high-stakes systems, as a serious field of study. (See also: Algorithmic bias)